Design the Referral Moment
Design a referral ask that follows demonstrated value and fits customer readiness.
Advocacy timing A team wants to put a referral CTA in every post-purchase email. The ask may scale reach or damage trust depending on when it appears. AARRR + diffusion Referral follows value customers can credibly share Ask for advocacy after activation and value signals, not just after purchase. Shortcut Ask everyone immediately. The referral ask feels like sharing value, not extracting attention. Advocacy is earned by customer value and timed by customer readiness. 01 Value 02 Ask 03 Suppress Find the earned moment Customers complete checkout, but many have not used the product yet.
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