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UnMarketing: Stop Marketing. Start Engaging

Book Description

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! --This text refers to the Kindle Edition edition.

Table of Contents

  1. Copyright
  2. Introduction
  3. 1. Hierarchy of Buying
  4. 2. A Word on Experts
  5. 3. Trust Gap
  6. 4. Restaurant That Didn't Get It
  7. 5. Cold Calling
  8. 6. Aiming Your Company at the Bottom of the Barrel
    1. 6.1. The Better Bottom of the Barrel
  9. 7. Pull and Stay
  10. 8. Reasons Why Companies Don't Use Social Media
  11. 9. Social Media (Social Currency as Well)
  12. 10. Twitter versus Facebook versus LinkedIn
    1. 10.1. Facebook
    2. 10.2. LinkedIn
    3. 10.3. Twitter
  13. 11. Social Media Platforming
  14. 12. HARO—Platforming Example
  15. 13. The Game Has Changed: Immediacy and Relevancy
  16. 14. Publicized Customer Service
  17. 15. Don't Bank on the Bold
  18. 16. Seven Deadly Social Media Sins
    1. 16.1. Greed
    2. 16.2. Gluttony
    3. 16.3. Sloth
    4. 16.4. Envy
    5. 16.5. Wrath
    6. 16.6. Lust
    7. 16.7. Pride
  19. 17. How Twitter Changed My Business
  20. 18. Tassimo
  21. 19. Local Twitter
  22. 20. Dominos—Word of Mouth: Mouths Are Moving . . .
  23. 21. Naked Pizza
  24. 22. Don't Feed the Trolls
  25. 23. Tweetathon
  26. 24. Your Web Site—Old School versus New School
    1. 24.1. Brochure versus Hub
    2. 24.2. Pitch versus Authenticity Newsletters
    3. 24.3. Static versus Dynamic
    4. 24.4. Our Site versus Your Site
    5. 24.5. I'm Great versus You're Great
    6. 24.6. A Jungle versus a Map
    7. 24.7. High versus Low Barrier to Engagement
  27. 25. Captchas
    1. 25.1. Pop-Ups
  28. 26. Experience Gap
  29. 27. Raising and Keeping the Bar High—Cirque
  30. 28. Stirring Coffee
  31. 29. Experience Gap for Small Biz
  32. 30. Using Stop Start Continue
  33. 31. Zappos
  34. 32. Rockport
  35. 33. FreshBooks
  36. 34. Why You Can't Learn From Millionaires
  37. 35. Transparency and Authenticity
  38. 36. My Transparency on Twitter
  39. 37. Your Transparency on Twitter
  40. 38. Affiliates
  41. 39. Testimonials
  42. 40. Best Sellers
  43. 41. Why Being a Work-at-Home Mom Is Bad for Business
  44. 42. Hello? Walmart?
  45. 43. Idea Creation
  46. 44. Idea Delivery
  47. 45. Doing In-Person Seminars
  48. 46. Tele-Seminars
  49. 47. Tele-Summits
  50. 48. How and Why I Created a Summit E-Book Instead
  51. 49. Viral Marketing
    1. 49.1. The Landing Page
      1. 49.1.1. Flash Video
      2. 49.1.2. Live Video
      3. 49.1.3. Streaming Video
      4. 49.1.4. Social Media
    2. 49.2. Emotion—How Do You Decide?
    3. 49.3. Be Prepared for Success
  52. 50. Undercover UnMarketing
  53. 51. Putting It into Practice
  54. 52. Lush
  55. 53. Trade Shows
  56. 54. Social Media at Trade Shows
  57. 55. UnNetworking: Why Networking Events Are Evil
  58. 56. The UnEnd
  59. Acknowledgments