Ziff-Davis makes it easy for readers of its AnchorDesk www.anchordesk.com to e-mail an interesting article to a friend; an approach sure to significantly increase word-of-mouth referrals around the Net (that’s how we first heard about the site).

AnchorDesk features commentary from Jesse Berst, an influential and controversial computer pundit. We highly recommend a visit not only to read Mr. Berst’s biting commentary, but to see how Ziff-Davis weaves together content from other ZD sites, a user forum, and advertising into a rich content offering. You can elect to receive a 1-page daily HTML e-mail of the highlights.

Step 1: Click on the “E-mail This Story to a Friend” button (RH side) to send a plain-text version of feature stories to anyone.

A bank using the same concept might want fax or snail mail options to reach more potential prospects (you may not know your friend’s e-mail address).

Step 2: Type the recipients e-mail address, any comments you would like to add (e.g., “Can you believe this?),
and your e-mail address so they know who sent it.

Step 3: A thank-you and explicit instructions on how to get back to where you started.