“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.
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!
This was a great book. An easy read, in the sense that everything Scott mentions makes total sense. It's a fresh view of marketing, with a lot of focus on the ever-growing social... Read morePublished on Sept. 9 2011 by youngtoronto
An UN-believably helpful collection of do-this-don't-do-that tips, real-world stories and UN-common sense that will change the way you look at UN-marketing (especially relative to... Read morePublished on Nov. 14 2010 by Dennis