CHAPTER 4
Strategic Corporals: How and Why to Train Your Brand Ambassadors
If you’re going to get people talking, you have to get out there and start talking to people. For this, you’re going to need help.
That means you will have to choose and train brand ambassadors. These are the folks who will be introducing potential customers to your brand and its story. They are enormously important, so you need to train them well. Specifically, you need to train them like Marines, not Sailors.
Am I putting down the Navy? Not a chance. The way the Navy trains its people is just very different from how the Marines do it. When it comes to word of mouth marketing, ...
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