Although some of the biggest companies dropped nearly $3 million for a 30-second ad spot during the Super Bowl, marketing need not be an expensive affair. If you run a smaller business — whether it be freelance writing or selling cupcakes — there is a lot of business to be enjoyed through the simple act of asking for a referral. You’d be amazed what kind of response you get just because you ask.

Consumers are generally pretty lazy people. Even if they thought that your product or service was exceptionally good, they’re typically not motivated to tell their friends about it. They’ll just smile to themselves and be happy with the level of service they received from you. At the same time, many people have a hard time saying no. You can use this to your advantage, because if they truly did enjoy your product or service, they will have no problem recommending you to their colleagues, friends, and business associates.

Some people may think that this is a pushy strategy, but it need not be a hard sell either. After you’ve completed a project for a customer, you typically thank them for their business and encourage them to come back again, right? During this closing spiel, just casually throw in something like, “Oh, and be sure to tell your friends about me!” Repeat business is the best kind, but getting those repeat clients to refer even more customers your way… well, that’s the cherry on top.

Don’t be afraid to ask for referrals. They’re even better than testimonials.