UnMarketing : Stop Marketing - Start Engaging

by Scott Stratten

• ISBN13: 9780470617878
• ISBN10: 047061787X
• Format: Hardcover
• Copyright: 2010-09-01
• Publisher: Wiley

Summary

From one of the leading experts in viral and social marketing-market your business effectively to today's customersFor 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 activityTraditional marketing methods are leading to diminishing returns and disaffected customers. The answer? Stop marketing, start UnMarketing!

Table of Contents

Introduction	p. xiii
Hierarchy of Buying	p. 1
A Word on Experts	p. 4
Trust Gap	p. 7
Restaurant That Didn't Get It	p. 11
Cold Calling	p. 15
Aiming Your Company at the Bottom of the Barrel	p. 17
Pull and Stay	p. 22
Reasons Why Companies Don't Use Social Media	p. 25
Social Media (Social Currency as Well)	p. 27
Twitter versus Facebook versus Linkedln	p. 31
Social Media Platforming	p. 36
HARO-Platforming Example	p. 42
The Game Has Changed: Immediacy and Relevancy	p. 44
Publicized Customer Service	p. 47
Don't Bank on the Bold	p. 53
Seven Deadly Social Media Sins	p. 55
How Twitter Changed My Business	p. 63
Tassimo	p. 70
Local Twitter	p. 74
Dominos-Word of Mouth: Mouths Are Moving...	p. 79
Naked Pizza	p. 82
Don't Feed the Trolls	p. 85
Tweetathon	p. 88
Your Web Site-Old School versus New School	p. 93
Captchas	p. 104
Experience Gap	p. 107
Raising and Keeping the Bar High-Cirque	p. 110
Stirring Coffee	p. 113
Experience Gap for Small Biz	p. 121
Using Stop Start Continue	p. 124
Zappos	p. 127
Rockport	p. 133
FreshBooks	p. 136
Why You Can't Learn From Millionaires	p. 139
Transparency and Authenticity	p. 142
My Transparency on Twitter	p. 145
Your Transparency on Twitter	p. 147
Affiliates	p. 150
Testimonials	p. 152
Best Sellers	p. 155
Why Being a Work-at-Home Mom Is Bad for Business	p. 158
Hello? Walmart?	p. 160
Idea Creation	p. 163
Idea Delivery	p. 166
Doing In-Person Seminars	p. 172
Tele-Seminars	p. 177
Tele-Summits	p. 181
How and Why I Created a Summit E-Book Instead	p. 185
Viral Marketing	p. 191
Undercover UnMarketing	p. 217
Putting It into Practice	p. 223
Lush	p. 227
Trade Shows	p. 229
Social Media at Trade Shows	p. 239
UnNetworking: Why-Networking Events Are Evil	p. 241
The UnEnd	p. 246
Acknowledgments	p. 249
Index	p. 253
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