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F-Commerce Handbook by Paul Chaney, Paul Marsden

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SECRET 6

BUILD CONSISTENCY

A leader has to “appear” consistent. That doesn’t mean he has to be consistent.

PRIME MINISTER JAMES CALLAGHAN

SMELLS LIKE FACEBOOK SPIRIT

FITD. Foot-in-the-door. It’s a classic sales technique. Here’s how it works on Facebook.

Alexis loves Burberry. She’s a fan. But she’s also a student, which unfortunately means she can rarely afford the latest designs from the British luxury fashion house. But Alexis does everything you’d expect from a Burberry fan: she rents Burberry creations from online rental agencies such as Bag Borrow or Steal and Rent the Runway, follows Burberry on Facebook, and, as an early adopter of the social scrapbooking app Pinterest, she pins her Burberry favorites for all to see.

Fortunately for ...

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