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UnMarketing: Stop Marketing. Start Engaging. Hardcover – September 7, 2010

4.6 out of 5 stars 68 customer reviews

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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.

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Product Details

  • Hardcover: 272 pages
  • Publisher: John Wiley and Sons; 1 edition (September 7, 2010)
  • Language: English
  • ISBN-10: 047061787X
  • ISBN-13: 978-0470617878
  • Product Dimensions: 6.3 x 1 x 8.9 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (68 customer reviews)
  • Amazon Best Sellers Rank: #780,334 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

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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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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Format: Hardcover Verified Purchase
For over 10 years I've designed hundreds of websites, promoted them online, and have literally made millions for my clients. I've invested in dozens of marketing books to create an edge for myself and for my clients.

With all of the positive reviews that I read for UnMarketing, I had high hopes for this book, and what it would offer. By the time I finished reading it, I was incredibly disappointed.

Just reading the book is a chore. It's poorly organized, filled with fluff, and the author constantly wanders with his topics and unhelpful anecdotes. It's written as though the author composed the book in one sitting, without any real planning. His constant use of footnotes to inject humor is distracting, made worse by the fact that he's honestly not that funny.

With respect to marketing techniques, the author brings nothing new to the table. The author credits much of his success due to videos going viral, but this does nothing for the business owner reading the book. Having a video go viral is something that simply can't be forced. His end advice seems to be to create as many videos as possible, and keep your fingers crossed.

As far as his Twitter suggestions, he also isn't telling us anything new. As pointed out by another Amazon reviewer, the author's own Twitter account seems to be made up of a significant number of reciprocal follows. And truth be told, Twitter follows should always be about quality vs quantity.

Furthermore, some of his advice is flat-out bad. He knocks Youtube, suggesting that it's better to host videos on your own website. Never mind the fact that Youtube allows for greater ease in a video becoming viral, thanks to "favorites", easier sharing, and the ability to embed videos onto blogs and message boards.
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