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Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction, and Creating Relationships by Barbara Thomas

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13. The Paradox of “Do as I Say, Not as I Do”

How do companies that encourage customers to provide testimonials, case studies, and referrals explain why they bar employees from providing testimonials, case studies, and referrals to vendors? The simplest answer is that most companies are structured autocracies or have an autocratic leadership that makes policies. And with autocracies, the golden rule is always “Do as I say, not as I do.”

Every company wants advocates. Companies reap value when advocates publicly praise them about their products and services. They develop strategies and programs to encourage customers to publicly endorse or advocate for the company. But when it comes to their own employees, public endorsements, or providing positive ...

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