CHAPTER 15
Word-of-Mouth Marketingfor Specific Audiencesand Circumstances
Most of the ideas in this book can be applied directly or adapted to professional practices, but there is natural reluctance for some professionals to apply “commercial” or “product” ideas to their areas. Understandably, professionals are so turned off by “crass commercialism” that it can be difficult to take product ideas and hold them in mind long enough to adapt them to the kind of extremely individual, personalized service inherent in a professional practice. So, let’s directly address “building a practice” through word of mouth.
Let’s take a very broad definition of professional practice, which includes the following:
Formal professions, such as physicians, lawyers, ...
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