UnMarketing: Stop Marketing. Start Engaging, Revised and Updated

UnMarketing: Stop Marketing. Start Engaging, Revised and Updated

by Scott Stratten
Released February 2012
Publisher(s): Wiley
ISBN: 9781118176283

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Book description

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

Table of contents

  1. Title Page
  2. Copyright Page
  3. Dedication
  4. Introduction
  5. Chapter 1 - Hierarchy of Buying
  6. Chapter 2 - A Word on Experts
  7. Chapter 3 - Trust Gap
  8. Chapter 4 - Restaurant That Didn’t Get It
  9. Chapter 5 - Cold Calling
  10. Chapter 6 - Aiming Your Company at the Bottom of the Barrel
    1. The Better Bottom of the Barrel
  11. Chapter 7 - Pull and Stay
  12. Chapter 8 - Reasons Why Companies Don’t Use Social Media
  13. Chapter 9 - Social Media (Social Currency as Well)
  14. Chapter 10 - Twitter versus Facebook versus LinkedIn
    1. Facebook
    2. LinkedIn
    3. Twitter
  15. Chapter 11 - Social Media Platforming
  16. Chapter 12 - HARO—Platforming Example
  17. Chapter 13 - The Game Has Changed
  18. Chapter 14 - Publicized Customer Service
  19. Chapter 15 - Don’t Bank on the Bold
  20. Chapter 16 - Seven Deadly Social Media Sins
    1. Greed
    2. Gluttony
    3. Sloth
    4. Envy
    5. Wrath
    6. Lust
    7. Pride
  21. Chapter 17 - How Twitter Changed My Business
  22. Chapter 18 - Tassimo
  23. Chapter 19 - Local Twitter
  24. Chapter 20 - Dominos—Word of Mouth
  25. Chapter 21 - Naked Pizza
  26. Chapter 22 - Don’t Feed the Trolls
  27. Chapter 23 - Tweetathon
  28. Chapter 24 - Your Web Site—Old School versus New School
    1. Brochure versus Hub
    2. Pitch versus Authenticity Newsletters
    3. Static versus Dynamic
    4. Our Site versus Your Site
    5. I’m Great versus You’re Great
    6. A Jungle versus a Map
    7. High versus Low Barrier to Engagement
  29. Chapter 25 - Captchas
    1. Pop-Ups
  30. Chapter 26 - Experience Gap
  31. Chapter 27 - Raising and Keeping the Bar High—Cirque
  32. Chapter 28 - Stirring Coffee
  33. Chapter 29 - Experience Gap for Small Biz
  34. Chapter 30 - Using Stop Start Continue
  35. Chapter 31 - Zappos
  36. Chapter 32 - Rockport
  37. Chapter 33 - Fresh Books
  38. Chapter 34 - Why You Can’t Learn From Millionaires
  39. Chapter 35 - Transparency and Authenticity
  40. Chapter 36 - My Transparency on Twitter
  41. Chapter 37 - Your Transparency on Twitter
  42. Chapter 38 - Affiliates
  43. Chapter 39 - Testimonials
  44. Chapter 40 - Best Sellers
  45. Chapter 41 - Why Being a Work-at-Home Mom Is Bad for Business
  46. Chapter 42 - Hello? Walmart?
  47. Chapter 43 - Idea Creation
  48. Chapter 44 - Idea Delivery
  49. Chapter 45 - Doing In-Person Seminars
  50. Chapter 46 - Tele-Seminars
  51. Chapter 47 - Tele-Summits
  52. Chapter 48 - How and Why I Created a Summit E-Book Instead
  53. Chapter 49 - Viral Marketing
    1. The Landing Page
    2. Emotion—How Do You Decide?
    3. Be Prepared for Success
  54. Chapter 50 - Undercover UnMarketing
  55. Chapter 51 - Putting It into Practice
  56. Chapter 52 - Lush
  57. Chapter 53 - Trade Shows
  58. Chapter 54 - Social Media at Trade Shows
  59. Chapter 55 - UnNetworking Why Networking Events Are Evil
  60. Chapter 56 - The UnEnd
  61. Acknowledgments
  62. Index

Product information

  • Title: UnMarketing: Stop Marketing. Start Engaging, Revised and Updated
  • Author(s): Scott Stratten
  • Release date: February 2012
  • Publisher(s): Wiley
  • ISBN: 9781118176283