UnMarketing
Subtitle: Stop Marketing. Start Engaging
Publisher: Wiley
Published: 2010
Place of publication: US & Canada
Format: Hardcover
Number of pages: 256
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!
Table of contents: title: Introduction.; title: 1. Hierarchy of Buying.; title: 2. A Word on Experts.; title: 3. Trust Gap.; title: 4. Restaurant That Didn't Get It.; title: 5. Cold Calling.; title: 6. Aiming Your Company at the Bottom of the Barrel.; title: 7. Pull and Stay.; title: 8. Reasons Why Companies Don't Use Social Media.; title: 9. Social Media (Social Currency as Well).; title: 10. Twitter versus Facebook versus LinkedIn.; title: 11. Social Media Platforming.; title: 12. HARO—Platforming Example.; title: 13. The Game Has Changed: Immediacy and Relevancy.; title: 14. Publicized Customer Service.; title: 15. Don't Bank on the Bold.; title: 16. Seven Deadly Social Media Sins.; title: 17. How Twitter Changed My Business.; title: 18. Tassimo.; title: 19. Local Twitter.; title: 20. Dominos—Word of Mouth: Mouths Are Moving . . . .; title: 21. Naked Pizza.; title: 22. Don't Feed the Trolls.; title: 23. Tweetathon.; title: 24. Your Web Site—Old School versus New School.; title: 25. Captchas.; title: 26. Experience Gap.; title: 27. Raising and Keeping the Bar High—Cirque.; title: 28. Stirring Coffee.; title: 29. Experience Gap for Small Biz.; title: 30. Using Stop Start Continue.; title: 31. Zappos.; title: 32. Rockport.; title: 33. FreshBooks.; title: 34. Why You Can't Learn From Millionaires.; title: 35. Transparency and Authenticity.; title: 36. My Transparency on Twitter.; title: 37. Your Transparency on Twitter.; title: 38. Affiliates.; title: 39. Testimonials.; title: 40. Best Sellers.; title: 41. Why Being a Work-at-Home Mom Is Bad for Business.; title: 42. Hello? Walmart?; title: 43. Idea Creation.; title: 44. Idea Delivery.; title: 45. Doing In-Person Seminars.; title: 46. Tele-Seminars.; title: 47. Tele-Summits.; title: 48. How and Why I Created a Summit E-Book Instead.; title: 49. Viral Marketing.; title: 50. Undercover UnMarketing.; title: 51. Putting It into Practice.; title: 52. Lush.; title: 53. Trade Shows.; title: 54. Social Media at Trade Shows.; title: 55. UnNetworking: Why Networking Events Are Evil.; title: 56. The UnEnd.