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UnMarketing: Stop Marketing. Start Engaging. [Kindle Edition]

Scott Stratten
4.6 out of 5 stars  See all reviews (67 customer reviews)

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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!



Editorial Reviews

Amazon.com Review

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!

Seven Deadly Social Media Sins to Avoid
Amazon-exclusive content from author Scott Stratten

The thing that makes me shake my head the most in the world of social media is the fact that we try to over-complicate it. Although the tools may be new and virtual, nothing has changed.

People do business first with those they like, know and trust. Social media is as simple as looking at it as a networking event without the need to drive there or the chance of getting cornered by the "creepy guy with scotch." It's about connection and conversation. Even if you don't believe that, it's a heck of a listening tool to see what your target marketing/customers/competitors are talking about. If I offered you a tool 10 years ago that allowed you to do what social media does today, you would have paid $20,000 a month to access it and today it’s free.

So just try to avoid these seven deadly social media sins, and you'll do just fine:

Gluttony
Everyone wants a truckload of followers, a mass-amount of Facebook fans, and a LinkedIn rolodex of thousands. But, especially if you're just starting out, trying to be everything everywhere at once will only dilute your presence and not allow for any momentum. Pick one social media platform and live there first. Build up your presence. Once you get comfortable and feel you have a good audience, then expand to a second one.

Sloth
Checking your Twitter account once a month won't cut it. Trying to have presence on Facebook without being present is a surefire way of having your page taken over by spammers. If you're going to jump into the social media pool, you need to have consistent presence. If you only can commit five hours a week to it, it's better to spend it 45 minutes every day than 5 hours once a week. If it takes you longer to reply to a tweet than it would to mail a letter, you're doing it wrong.

Greed
Social media isn't a new medium to try to push ineffective old marketing messages. It truly is a different world. People are there to build relationships, not buy your stuff (initially). Setting up an automated Twitter program to tweet for you and automatically add followers is a great way to say to people "We don't actually care what you're saying, just buy from us." It would be like sending a mannequin to a networking event with your company logo on it. Yeah, creepy.

Wrath
One of the nice things about social media is its casual, conversational nature. The problem is sometimes people let their guard down and remove their filter. Never say anything in social media that you don't want to see on a billboard with your name, logo, face, and phone number attached, with your client/boss/mother driving by. Google never forgets and social media updates are indexed rather quickly. This has nothing to do with "free speech" but more "what do I want my brand to be associated with."

Lust
I know last weekend in Vegas was "the bomb" because you made out with a "hottie" and you were "so drunk" you threw up in your shoes, but I'm not sure we all need to know that. And inviting me to your Facebook group on how to tone my buns is flattering and all, but remember to try and be professional, at least when it comes to a topic like this. Being human is awesome, being perverted isn't.

Envy
Looking at Lady GaGa having millions of Twitter followers is not going to help your self-esteem when you only have 40. Don't compare your fans/followers/connections count to other organizations. You don't know how engaged they are with them (the more important trait) and you don't know how they got to that number. Focus on creating quality connections, make great content, and your audience will grow organically.

Pride
There is nothing wrong with being proud of your upcoming teleseminar that may be a disguise for a pitch fest. There is something wrong when you post the notice about it on my Facebook wall, my company wall, and send it as a direct message. It's social media spam and it needs to stop. Even worse is tagging people just so they'll think it's about them and they will come look, or inviting your entire Facebook network to your event in San Jose tomorrow night when most live so far away, they would never come. Take a little bit of time and target event invites.

Review

“(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.


Product Details

  • File Size: 520 KB
  • Print Length: 276 pages
  • Page Numbers Source ISBN: 047061787X
  • Publisher: Wiley; 1 edition (August 13, 2010)
  • Language: English
  • ASIN: B0041D8VDA
  • Text-to-Speech: Enabled
  • X-Ray:
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #418,586 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
50 of 58 people found the following review helpful
5.0 out of 5 stars UNcanny Insights from UNmarketing September 4, 2010
Format:Hardcover
The new book UnMarketing from Canadian viral marketer and Twitter gadfly Scott Stratten takes the rules and purees them, Blendtec style.

Here's what makes UnMarketing an unusual, yet worthy use of your marketing education time:

UNpretentious
Unlike so many marketing books, Stratten doesn't overcomplicate the subject matter. He believes that common sense should prevail, and that UnMarketing success is rooted in the creation of everyday "wow" moments. His self-deprecation adds a hilarious, warm tone throughout.

UNstructured
Like Gary Vaynerchuk's Crush It, Stratten dictated some of the book, and it reads very conversationally. Also, there isn't a narrative or progression in the book, but rather a collection of 57 short observations, lessons, and anecdotes. For readers that consume material in bits and pieces, this format is ideal. You can easily read UnMarketing over time in 10 or 15-minute chunks.

UNafraid
Sacred cows are slaughtered in UnMarketing, both in the material and in the book's packaging. (The faux testimonials on the back of the book are priceless, including:
"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
Stratten's rant against direct marketing - "People still teach courses on how to cold-call better! That's like finding a better way to punch people in the face" is one of the more memorable examples of his outlook.

UNderstandable
One of the most commendable aspects of this book is Stratten's gift for boiling down a marketing principle to its simplest form.
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33 of 38 people found the following review helpful
Format:Hardcover|Verified Purchase
I was assigned this book by our talented marketing business unit. Though I agree with the astute (*) and (**) reviews here, I feel comfortable giving three stars since I accept the basic concept presented in the book. The author throws the golden rule at marketing (treat your customers the way you'd want to be treated) and sprays the familiar self-help pep-talk/pacifiers (you can do it! you're great! you can figure out how to make $ from Tweeter, really you can!) which simultaneously and all-too-briefly fires up and soothes the tired, overworked, overweight masses which are the well-oiled gears of the US economy. A virtual Icy Hot Balm on our frazzled brains.

The one egregious fallacy in this book is right up front, page 6: "You are an expert when you say you are one." Although in the next paragraph this muddy thinking is watered down by the self-contradicting "You don't become an expert by just telling people you're an expert- people tell you and then they tell others.", the damage (to the thinking reader) is done. If we really take this to its logical extreme, expertise just becomes a popularity contest. Although sometimes it seems we pick our leaders this way (thankfully not the current president), surely we don't want to live in a society where the "experts" are the ones which yell loudest or have the most fans.

Another basic premise I disagree with is whether doing something "which makes you feel ill" means that it's wrong and you should not do it. It might apply to cold-calling, but every one of us who's trained hard physically knows the nausea-inducing unpleasant moments, which can be good for the body and mind in the long run (sorry for the pun).

In most businesses, it's good to get out there and meet potential clients face-to-face.
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18 of 21 people found the following review helpful
5.0 out of 5 stars UnMarketing: An UnBook Review September 8, 2010
Format:Hardcover
I have enjoyed Scott Stratten's content for a little while now - starting with [...], his twitter feed, and not his book.

I briefly met him at Canada 3.0 and was delighted as he tore into a panel of traditional marketers, deflating the myth that we as a society want and crave interruptive advertising. That panel session was worth the price of admission to the event.

Therefore, I was very excited to get my hands on an early copy of UnMarketing and it didn't disappoint.

It was the most engaging book on business I have ever read, consuming the better part of a weekend like only Robert Jordan, JRR Tolkien and TH White have done in the past. Before reading the following review, a couple of things to keep in mind:

1. Scott's sense of humour is perfectly matched to mine - sarcastic with a slight chance of ranting. If you don't find sarcasm an appropriate use of humour, you may not find this book as amusing as I did. Scott wields sarcasm like Picasso wields a paint brush.
2. I hate cold calling and have never done it to build my business...

What does cold calling have to do with this book review? Scott takes an aggressive early swing at traditional marketing techniques and I agree with every single point he made. Every one. At one point I even shout-whispered "HELL YEAH!" (children were sleeping at the time). Scott quickly segues into better ways to engage customers, building long term relationships and discovering the potential for every interaction with a prospect - online and off.

The tips and ideas flowing out of this book easily pay for the cover price - it is well worth the read.

Learning and Loving it!

The reason I am telling you to go buy it now is that it is FUN TO READ and INFORMATIVE.
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Most Recent Customer Reviews
4.0 out of 5 stars Putting people first
Scott presents some great principles for on- and off-line interaction. I really appreciate his steady voice speaking out against shortsighted "leveraging" of social media... Read more
Published 7 months ago by Erin
5.0 out of 5 stars UNbelievable
For me "Unmarketing" was roughly 40% confirming my beliefs, 40% eye-opening and 20% super funny. Read more
Published 9 months ago by Case Miller
5.0 out of 5 stars Convinced me to try what Stratten tried
I love getting Scott Stratten's tweets and particularly reading his blog posts. He only tweets and blogs when he has something to say, thus something worth reading. Read more
Published 10 months ago by Robert T. Cooper
4.0 out of 5 stars Alternative Marketing.
An interesting guide to marketing your business without actually appearing to be marketing. It isn't quite as helpful as I thought it might be for my own business, but could be for... Read more
Published 14 months ago by SC Artist
5.0 out of 5 stars Very powerful info!
Business building info that rocks!!!

This book will change your business life if you use social media! Read more
Published 15 months ago by M. Batchelor
5.0 out of 5 stars Great Book!
This is a great book for anyone who is looking to learn about engaging with people. Scott maid the content really entertaining and educational. Read more
Published on July 10, 2012 by rajesh rajan
5.0 out of 5 stars why THIS BOOK SUCKS
The reason this book sucks is if you are 45-55 years old this book will plug you in to the new digital age. Read more
Published on March 14, 2012 by Scott Simmons
5.0 out of 5 stars UnMarketing is a must-read for anyone in business!
After being a "Marketer" for over 30 years - it is a book like "UnMarketing" that revives my passion for what I do. Read more
Published on February 25, 2012 by Melanie Goetz
5.0 out of 5 stars Excellent easy read with some good examples
This book provides some great ideas on how to engage with your customers and how to work to achieve sales. Read more
Published on February 22, 2012 by AdamMetcalfe
4.0 out of 5 stars Finding a social media voice
A 2012 must read!

This is a book I've been waiting for since 2010 - it answers three questions:

- WHY use social media
- WHY care about 2. Read more
Published on December 29, 2011 by Paul Nazareth
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More About the Author

Scott Stratten is the President of Un-Marketing. He is an expert in Viral, Social, and Authentic Marketing which he calls Un-Marketing. It's all about positioning yourself as a trusted expert in front of your target market, so when they have the need, they choose you.

Formerly a music industry marketer, national sales training manager and a Professor at the Sheridan College School of Business, he ran his "UnAgency" for a nearly a decade before solely focusing on speaking at events for companies like PepsiCo, Adobe, Red Cross, Cirque du Soleil, Saks Fifth Avenue and Fidelity Investments when they need help guiding their way through the viral/social media and relationship marketing landscape.

He now has over 150,000 people follow his daily rantings on Twitter and was just named one of the top 5 social media influencers in the world on Forbes.com. It's the only time he's felt comfortable being compared to Ashton Kutcher, P Diddy and Justin Bieber.

His book "UnMarketing: Stop Marketing. Start Engaging" became a national best-seller before it was released, and recently a Globe and Mail #1 Business best-seller, National Post, Amazon.com, Amazon.ca and Amazon UK best-seller. It was also just named one of the top business books of the year by 1-800-CEO READ and one of the top 10 books by Under30CEO.com.

His passion comes out most when speaking on stage, preaching engagement and becoming one of the most sought-out speakers on the subject.

"One person even told me he stayed up all night after Scott's talk to rethink his entire approach to marketing his business. He was that inspired when he left." - Sloane Kelley, Co-Founder, GeekEnd

"An eye-opener of why, and how, we need to start shifting our marketing weight from the broadcast leg to the dialogue leg. And it doesn't hurt one bit that he made it the funniest and most entertaining presentation we all sat through this year″ - Tom Moradpour, PepsiCo, International Marketing Director, Pepsi

His clients' viral marketing videos have been viewed over 60 million times and he's recently appeared in the Wall Street Journal, Huffington Post, USA Today, Entrepreneur Magazine, CNN.com, Inc.com and Fast Company and was just named one of "America's 10 Marketing Gurus" by Business Review USA. That plus $5 gets him a coffee anywhere in the world.

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