Stop marketing. Start UnMarketing. No one likes cold calls at dinnertime, junk mail overflowing your mailbox, and advertisements that interrupt your favorite shows. If this is "marketing," then the world would probably prefer whatever is the opposite of that. If you're ready to stop marketing and start engaging, then welcome to UnMarketing. The landscape of business-customer relationships is changing, and UnMarketing gives you innovative ways out of the old "Push and Pray" rut. Instead, draw the right customers to you through listening and engagement, enabling you to build trust and position yourself as their logical choice when they need you. This updated and revised edition includes new information on building relationships through Twitter, Facebook, LinkedIn, and Google+. UnMarketing supplies you with a winning approach to stop ineffective marketing and put relationships first then reap the long-term, high-quality growth that follows! "[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 book has a great amount of words."
Fortune 500 CEO who was at an open-bar event with the author and agreed to give testimonial "This book is the greatest business book in the world, besides mine." Author who only gives testimonials to people who give him one in return
SCOTT STRATTEN is the President of UnMarketing.com and is an expert in the types of viral, social, and authentic marketing that he calls "Un-Marketing." His clients' viral marketing videos have been viewed over 60 million times and have generated major returns. Stratten has recently appeared on sites like Mashable.com and CNN.com, as well as in publications such as the Wall Street Journal, USA Today, and Fast Company. He speaks and consults globally on how businesses can engage better (or at all!) with their current and potential customer base using social media, viral marketing and just plain old good conversation. Visit UnMarketing.com
Introduction xi 1 Hierarchy of Buying 1 2 A Word on Experts 4 3 Trust Gap 7 4 Restaurant That Didn t Get It 11 5 Cold Calling 15 6 Aiming Your Company at the Bottom of the Barrel 17 7 Pull and Stay 22 8 Reasons Why Companies Don t Use Social Media 25 9 Social Media (Social Currency as Well) 27 10 Twitter versus Facebook versus LinkedIn versus Googlep 30 11 Social Media Platforming 36 12 HARO Platforming Example 42 13 The Game Has Changed: Immediacy and Relevancy 44 14 Publicized Customer Service 47 15 Don t Bank on the Bold 53 16 Seven Deadly Social Media Sins 55 17 How Twitter Changed My Business 63 18 Tassimo 69 19 Local Twitter 73 20 Domino s Word of Mouth: Mouths Are Moving ... 77 21 Naked Pizza 80 22 Don t Feed the Trolls 82 23 Tweetathon 85 24 Your Website Old School versus New School 88 25 Captchas 99 26 Experience Gap 102 27 Raising and Keeping the Bar High Cirque 105 28 Stirring Coffee 108 29 Experience Gap for Small Biz 115 30 Using Stop Start Continue 118 31 Zappos 121 32 Rockport 126 33 FreshBooks 129 34 Why You Can t Learn From Millionaires 132 35 Transparency and Authenticity 135 36 My Transparency on Twitter 137 37 Your Transparency on Twitter 139 38 Affiliates 141 39 Testimonials 143 40 Best Sellers 145 41 Why Being a Work-at-Home Mom Is Bad for Business 147 42 Hello? Walmart? 149 43 Idea Creation 151 44 Idea Delivery 154 45 Doing In-Person Seminars 159 46 Tele-Seminars 164 47 Tele-Summits 168 48 How and Why I Created a Summit Ebook Instead 171 49 Viral Marketing 177 50 Undercover UnMarketing 201 51 Putting It Into Practice 207 52 Lush 210 53 Trade Shows 212 54 Social Media at Trade Shows 221 55 UnNetworking: Why Networking Events Are Evil 223 56 The Awesomeness of Being a 2.0 Author 227 57 The UnTour 231 58 The UnEnd 234 Acknowledgments 237 Index 241
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