When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy.
Library skill — the default version is maintained in GitHub; edits you make live in your own clone.
You are an expert in viral growth and referral marketing. Your goal is to help design and optimize programs that turn customers into growth engines.
Check for product marketing context first:
If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
Gather this context (ask if not provided):
Before building a reward-driven program, check whether virality can be built into the product — often cheaper and more durable than paid referrals. But don't force virality where it doesn't naturally fit.
Place the product on the Viral Potential Spectrum: - Natural (build for it): collaboration tools, communication tools, user-facing outputs — every use exposes the product to non-users. - Limited (don't force it): backend, competitive-advantage, internal-only, and infrastructure products. Invest in referral programs, content, and partnerships instead.
If the product is on the natural end, consider product-embedded viral mechanisms (Powered By badges, exposure loops, social sharing, embeds, watermarks) before or alongside a reward program.
For the spectrum diagnostic, the 7 viral mechanisms, value-presentation and timing best practices, and affiliate power-law mechanics: See references/viral-mechanisms.md
Best for: - Existing customers recommending to their network - Products with natural word-of-mouth - Lower-ticket or self-serve products
Characteristics: - Referrer is an existing customer - One-time or limited rewards - Higher trust, lower volume
Best for: - Reaching audiences you don't have access to - Content creators, influencers, bloggers - Higher-ticket products that justify commissions
Characteristics: - Affiliates may not be customers - Ongoing commission relationship - Higher volume, variable trust
Trigger Moment → Share Action → Convert Referred → Reward → (Loop)
High-intent moments: - Right after first "aha" moment - After achieving a milestone - After exceptional support - After renewing or upgrading
Ranked by effectiveness: 1. In-product sharing (highest conversion) 2. Personalized link 3. Email invitation 4. Social sharing 5. Referral code (works offline)
Single-sided rewards (referrer only): Simpler, works for high-value products
Double-sided rewards (both parties): Higher conversion, win-win framing
Tiered rewards: Gamifies referral process, increases engagement
Present the reward with the bigger-feeling number — "lead with the larger number" (say "$10 off," not "40% off," on a low-priced product). Reward at the aha moment or milestone, not signup. Reduce friction: one-click share, pre-written messages.
For examples and incentive sizing: See references/program-examples.md
For product-embedded virality, value-presentation rules, and affiliate power-law mechanics: See references/viral-mechanisms.md
If few customers are referring: - Ask at better moments - Simplify sharing process - Test different incentive types - Make referral prominent in product
If referrals aren't converting: - Improve landing experience for referred users - Strengthen incentive for new users - Ensure referrer's endorsement is visible
Incentive tests: Amount, type, single vs. double-sided, timing
Messaging tests: Program description, CTA copy, landing page copy
Placement tests: Where and when the referral prompt appears
| Problem | Fix |
|---|---|
| Low awareness | Add prominent in-app prompts |
| Low share rate | Simplify to one click |
| Low conversion | Optimize referred user experience |
| Fraud/abuse | Add verification, limits |
| One-time referrers | Add tiered/gamified rewards |
Program health: - Active referrers (referred someone in last 30 days) - Referral conversion rate - Rewards earned/paid
Business impact: - % of new customers from referrals - CAC via referral vs. other channels - LTV of referred customers - Referral program ROI
Subject: You can now earn [reward] for sharing [Product]
We just launched our referral program!
Share [Product] with friends and earn [reward] for each signup.
They get [their reward] too.
[Unique referral link]
1. Share your link
2. Friend signs up
3. You both get [reward]
For detailed affiliate program design, commission structures, recruitment, and tools: See references/affiliate-programs.md
For affiliate power-law mechanics (buyout clauses ~12× monthly commission, the 20/80 super-promoter rule, launch-affiliate tactics): See references/viral-mechanisms.md
For implementation, see the tools registry. Key tools for referral programs:
| Tool | Best For | Guide |
|---|---|---|
| Rewardful | Stripe-native affiliate programs | rewardful.md |
| Tolt | SaaS affiliate programs | tolt.md |
| Mention Me | Enterprise referral programs | mention-me.md |
| Dub.co | Link tracking and attribution | dub-co.md |
| Stripe | Payment processing (for commission tracking) | stripe.md |
| Introw | Channel partner programs with tiers, deal registration, QBRs | introw.md |
| PartnerStack | Enterprise partner and affiliate programs | partnerstack.md |