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Is it always better to make the sale?

Maybe. Maybe not.

Take a look  at this story from the Philippines. It sounds like the blogger read all of Johnny Bunko (full disclosure: my client) in the bookstore.

I’m not sure he even bought the book.

But, he was motivated to blog about it. He told his friends. Dan Pink commented on the post. It was an opportunity to engage in a conversation with him, create a new “raving fan” (possibly) and get some additional word-of-mouth.

From a metrics perspective, we don’t know if this blogger generated more sales for us or not, but having his validation in terms of marketing may be worth more than the value of the sale.

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