- Paperback: 304 pages
- Publisher: Wiley; 2 edition (October 10, 2016)
- Language: English
- ISBN-10: 1119335000
- ISBN-13: 978-1119335009
- Product Dimensions: 5.9 x 0.8 x 8.9 inches
- Shipping Weight: 13.4 ounces (View shipping rates and policies)
- Average Customer Review: 153 customer reviews
- Amazon Best Sellers Rank: #63,303 in Books (See Top 100 in Books)
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UnMarketing: Everything Has Changed and Nothing is Different Paperback – October 10, 2016
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From the Back Cover
UnMarket to build trust and make lifelong customers!
In 2009, Scott Stratten and Alison Stratten wrote the bestselling UnMarketing: Stop
Marketing, Start Engaging and began a journey that would take them around the world sharing their message of engagement with corporations, entrepreneurs, and students.They are now back with this second edition, because Everything has Changed and Nothing is Different, with all the brilliance of the first edition, plus new content and commentary to reflect the rapidly changing landscape we all live, buy, and work in today.
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 a relationship with your customers, and make yourself the logical choice for their needs. We know you've been told to act like other people, talk like other people, and market like all the people, but it is time for you to unlearn everything and start to UnMarket yourself.
UnMarketing includes the latest information on:
Idea Creation, Viral Marketing and Video, Marketing to Millennials, Authenticity, Transparency and Immediacy, Ethics and Affiliates, Social Media Platforming, UnPodcasting, Word of Mouth, Customer Service, Consumer Advocacy and Leadership.
With examples of what to do, and what not to do, from small business right up to worldwide corporations in areas such as real estate, travel, service, retail, and B2B.
About the Author
SCOTT STRATTEN and ALISON STRATTEN are cohosts of not only The UnPodcast, but five children, two dogs, and two cats. The original UnMarketing was the first of four bestselling books they've written together, which contain their thoughts on the changing world of business through their experiences of entrepreneurship, two degrees (Alison), not lasting long as an employee (both), and screaming at audiences around the world (Scott, Alison is more restrained). They were put on this earth to remind the world that not all Canadians are passively polite. Businesses like PepsiCo, Saks Fifth Avenue, IBM, Cirque du Soleil, Microsoft, and others have been brave enough to want their advice, to the point that Scott has been named one of the Top 5 Social Media Influencers in the world by Forbes.com. They now spend their time keynoting around the world and realize they rank 10th and 11th in order of importance in their home.
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- They have the best footnotes ever. Gasp. They actually make you laugh.
- They use lots of examples so you can see other people puking up terrible ads (and then ask yourself if you've been a jackhole like that)
- It's all about being human - that you're always marketing, even when you're commenting on Aunt Sally's vacation photo. It reminds me of how I tell people they're always interviewing at work. It's the concept that you're always creating the experience of who you are to the rest of the world.
- Yes, if you already bought the book in 2009, you need to buy it again. Get over that. It's pocket change. And you don't really need a Foursquare strategy right now, do you?
- It's almost 300 pages, so you might get scared. It's okay, they make it fun. Or maybe that's just my issue. Long books scare me. Okay, yes, it is my personal issue.
- They will call you on behaviors that make you look in the mirror. Yes I have a Pinterest account and I don't really use it much. Yet I have a "social media presence" there that is linked from my website. They tell you that's a bonehead move because you're not present for the conversation and the community there.
First of all, why 4 stars instead of 5? Here is my reason. Stratten begins with a wonderful example of a carpet-cleaner at Wynn in Las Vegas who completely changed his mind about the casino resort. Later, the author shares a similar powerful example of the Unmarketing service at Cirque du Soleil. Any business owner, and Stratten later confirms this, realizes that one engaging employee can make a huge positive difference in a relationship with a customer (and on the other hand, one disengaging employee can undermine any well-crafted advertising campaign). So my question here (which remained unanswered in the book) was how do Wynn and Cirque du Soleil actually train their staffs to be so engaging? This would have been great information (and for me, would have pushed my rating up to five stars).
None-the-less, my rating is still strong, so let's go back to my original question, "Can Unmarketing help you?" If your business is successful beyond your wildest dreams, if anything you post in the social media seems to go positive in a viral manner, if you completely understand the concept of building relationships with your customers before you attempt to sell them anything, and if you understand how software such as Dragon Naturally Speaking can help you, or how sites such as twitcam.com or Refollow.com can also help you, then perhaps this is a book that you might skip. On the other if you would like to see your business grow and perhaps make greater use of the social media (such as Twitter), then I think "Umarketing" could be beneficial to you. In addition, if it would help you to learn from another person's mistakes (Stratten shares his failures as well as his successes), rather than spending time and money making your own mistakes, then "Unmarketing" may also be useful to you.
"Unmarketing" is easy to read. Stratten injects his personality with both candidness and humor. Throughout the book are relevant websites and links that can increase your learning from this book in a very practical manner. In looking through this book, you will find further information on topics such as: why people buy, tips on building your social media platform, thoughts on Twitter success, tips on improving traditional marketing tools (such as newsletters and trade shows), 10 core values in developing your business culture, tips on improving your use of e-books or even live video. As well, Stratten shares four secrets for successful viral marketing.
As Stratten talks about Sam Walton's 10 foot rule and then shares his actual experience at Walmart, we are quickly reminded that even the most successful businesses in the world sometimes have a disconnect. Perhaps, there is value for each of us who may be involved in any way with a business to consider Stratten's thoughts about Unmarketing because after all, how many of us have the success cushion of a Walmart when we lose customers because of failing to engage them?
Lots of great things in this book. You NEED to read it.
The headline to this review refers to Stratten's commitment to social media, particularly to Twitter. I had been cooling on social media, and particularly on Twitter. But after reading this book, I committed to follow Stratten's example and give Twitter a thorough commitment. I am trying to follow his advice on how much to be on and on how to be on. I'd be pleased were you to follow his advice as well. And feel free to follow me @RevRCooper if you like.