Ask for a referral
Email to a happy customer asking for a specific referral.
Hi {{firstName}},
You've been a {{product}} customer for {{months}} months — among our top users. A 30-second ask:
We're trying to talk to {{specificICP}} (specifically: {{specificityDetail}}). If you know one or two and would feel okay making the intro, I'd be grateful.
Easy template I'd send for you:
> Hey {{theirFriend}}, this is {{founderName}} at {{product}} — they helped us with {{specificValue}} and thought you'd benefit from a quick chat. Worth 15 min?
If no one comes to mind, no worries — I'd rather not pressure on this.
— {{founderName}}Why this works
Referral asks work when they're specific about who you're trying to reach and easy for the customer to act on.
**Named ICP in the subject and body.** 'Intro to {{specificICP}}' is specific. 'Refer a friend' is generic. Specific asks generate specific replies.
**Pre-written template.** Including a copy-pasteable intro template reduces the customer's effort from 'compose an email' to 'click forward.' The take rate roughly doubles with the template included.
**Reciprocity callout.** Naming the customer's tenure or status ('among our top users') frames the ask as small relative to the relationship. This isn't manipulation; it's accurate context.
**Graceful exit.** 'If no one comes to mind, no worries' removes pressure. Customers who feel obligated to refer when they don't know anyone end up making low-quality intros that burn both relationships.
**Founder signature.** Referral asks should always be founder-signed. Brand-signed referral asks read as templated; founder-signed ones read as personal.
Take rate for this pattern with happy customers: 18–28%.