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UnMarketing: Stop Marketing. Start Engaging. [Hardcover]

Scott Stratten
4.4 out of 5 stars  See all reviews (7 customer reviews)

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Book Description

Sept. 7 2010
From one of the leading experts in viral and social marketing-market your business effectively to today's customers

For generations, marketing has been hypocritical. We've been taught to market to others in ways we hate being marketed to (cold-calling, flyers, ads, etc.). So why do we still keep trying the same stale marketing moves?

UnMarketing shows you how to unlearn the old ways and consistently attract and engage the right customers. You'll stop just pushing out your message and praying that it sticks somewhere. Potential and current customers want to be listened to, validated, and have a platform to be heard-especially online. With UnMarketing, you'll create such a relationship with your customers, and make yourself the logical choice for their needs.

  • Shows how to create a mindset and systems to roll out a new, 21st century marketing approach
  • Marketing expert Scott Stratten focuses on a Pull & Stay method (pulling your market towards you and staying/engaging with them, leading them to naturally choose you for their needs) rather than Push & Pray
  • Redefines marketing as all points of engagement between a company and its customers, not just a single boxed-in activity

Traditional marketing methods are leading to diminishing returns and disaffected customers. The answer? Stop marketing, start UnMarketing!

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“(INSERT NAME HERE) has written a game changer for (INSERT INDUSTRY HERE). Drop everything and read this book!”—Famous author who hasn’t read this book

“This author has paid $8,000 to be part of my ‘bestselling author program’ and he gets a testimonial as part of his fee. This is it.”—Bestselling author who has written a testimonial for every biz book out there

“This book has a great amount of words.”—Fortune 500 CEO that was at an open-bar event with author and agreed to give testimonial

“This book is the greatest business book in the world, besides mine.”—Author who only gives testimonials for people who give him one in return

Don’t believe every book testimonial you read.

From the Inside Flap

Stop marketing. Start UnMarketing.

Consider marketing. It's a vital aspect of running a successful business, but lately its practices have been taking a beating. And why not? Do you like getting cold-called just when you sit down to dinner? Having your mailbox clogged with random offers you immediately toss? Do you listen carefully to the ads that interrupt your favorite TV show? No? If these experiences are "marketing," you—and your customers—probably prefer whatever's the complete opposite.

Instead of trying the same tired methods, what if you could have a new kind of conversation with your customers and prospects? If you're ready to stop marketing and start engaging, then welcome to UnMarketing.

Taking an on-the-ground look at the changing landscape of business-customer relationships, UnMarketing gives you innovative ways out of the old "Push and Pray" rut, which assumes that messages sent out blindly and broadly will magically lead to loyal, long-term clients. Instead, you'll discover a new, highly responsive "Pull and Stay" approach that brings the right customers to you through listening and engagement, enabling you to build trust and position yourself as their logical choice when they need you.

With a smart take on using social media as a new toolset rather than just a fad, UnMarketing features numerous bite-size chapters you can consult and apply according to your unique business requirements. These chapters are all bursting with practical tips and real-world examples, giving you a sense not just of what works (and what doesn't) but of how and for whom.

If all business is built on relationships, then, no matter your enterprise, building good relationships is your business. UnMarketing supplies you with a winning approach to stop ineffective marketing and put relationships first—then reap the long-term, high-quality growth that follows!

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

4.4 out of 5 stars
4.4 out of 5 stars
Most helpful customer reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars Relationship matters Oct. 10 2011
By Rafaeel
This book is for everyone who works with people. The approuch that people use to hook up with people, companies can do the same to their clients. Be simple isn't easy so read the book!

Graet for Marketers, Advertising Agency, CEO, HR, PR and everyone else!
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1 of 1 people found the following review helpful
Scott Stratten reminds us just how important it is to be relevant. That it is quality over quality that matters. That using common sense - a rarity at times - will get you the connection you are looking to achieve. And building and maintaining relationships is critical. His live presentations bring this book to life! Can't wait for his next book of Awesomeness.
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6 of 8 people found the following review helpful
By kris
This book is organized into 56 two to ten page long articles. The first 2/3rd of the book is about how Twitter, out of the three main social media conduits, is a great medium to engage with people, not necessarily customers. The balance of the book is about the experience of the author in retail stores, speakers' circuits, seminars, trade shows, networking events, etc. The author delivers on his promise of showing the reader how to market oneself or one's company in the new economy way, i.e., through active engagement as opposed to passive mass marketing. Despite all this, I felt somewhat cheated, because I thought the funny reviews on Amazon.ca were a representative sample of what would be covered in the book. Unfortunately, there were only six pages, out of 249, dedicated to the topic of best-sellers and testimonials and it was largely anecdotal. In terms of the writing style of the book, it is conversational and uses basic language that would appeal to those who do not possess a developed vocabulary in business and marketing. Based on the foregoing I believe there are two main target audiences for this work. One, the small Internet entrepreneur who is trying to maximize his sales potential. Two, the sales director who never went to University. (Please note that I do not mean the last sentence in a condescending way.)
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5.0 out of 5 stars Social Media and Customer Service 101 Jan. 18 2014
Calling this book a 101 level may be a little insulting to the author, but it is not meant to be. If you wish to know more about the potential of social media, and how to (and how not to) use it for your business, this book should be on your short list. It was recommended to me by a professor at the University of Regina's Business Department and has not disappointed. The author's podcast is also worth checking out.
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