CHAPTER 8

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Myths, Lies, and Misconceptions

If you’ve come this far, you probably have a good bit of interest in word of mouth marketing. Soon, you may start talking to your boss, your board, or your colleagues about it. If that’s the case, you should be prepared to confront the many myths and misconceptions that surround it.

It may be statements like “Oh, that costs too much” or “There’s technology that does that for you already,” or it may be a question like “Isn’t that just social media?” All of these people come from a place of wanting the best for your company. In the many years that I’ve been doing this, I’ve heard every single one of them. ...

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