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UnMarketing: Stop Marketing. Start Engaging. Hardcover – September 7, 2010
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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:
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.
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.
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.
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."
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.
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.
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.
“(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.
Read excerpts (PDF) from five top social media and marketing books to kick start your marketing and PR strategy: The New Rules of Marketing & PR, Content Rules, Inbound Marketing, UnMarketing, and The End of Business as Usual.
Top customer reviews
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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.
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?
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