UnMarketing: Stop Marketing. Start Engaging. - Hardcover

Stratten, Scott

Hardcover

ISBN 10: 047061787X ISBN 13: 9780470617878

Publisher: John Wiley & Sons, 2010

Synopsis

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 !

About this title

About the Author

Scott Stratten is the President of Un–Marketing.com and is an expert in the types of viral, social, and authentic marketing which he calls "Un–Marketing." His clients′ viral marketing videos have been viewed over sixty 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 un–marketing.com

From the Back Cover

Praise for UnMarketing "[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 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 Don′t Believe Every Book Testmonial You Read

From the Inside Flap

Stop marketing. Start UnMarketing . Consider marketing. It′s a vital aspect of running a successful business, but lately its practices have been taking a beating. And why not? Do you like getting cold–called just when you sit down to dinner? Having your mailbox clogged with random offers you immediately toss? Do you listen carefully to the ads that interrupt your favorite TV show? No? If these experiences are "marketing," you—and your customers—probably prefer whatever′s the complete opposite. Instead of trying the same tired methods, what if you could have a new kind of conversation with your customers and prospects? If you′re ready to stop marketing and start engaging, then welcome to UnMarketing . Taking an on–the–ground look at the changing landscape of business–customer relationships, UnMarketing gives you innovative ways out of the old "Push and Pray" rut, which assumes that messages sent out blindly and broadly will magically lead to loyal, long–term clients. Instead, you′ll discover a new, highly responsive "Pull and Stay" approach that brings 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. With a smart take on using social media as a new toolset rather than just a fad, UnMarketing features numerous bite–size chapters you can consult and apply according to your unique business requirements. These chapters are all bursting with practical tips and real–world examples, giving you a sense not just of what works (and what doesn′t) but of how and for whom. If all business is built on relationships, then, no matter your enterprise, building good relationships is your business. 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!

Edition details

• Publisher: John Wiley & Sons
• Publication date: 2010
• ISBN 10: 047061787X
• ISBN 13: 9780470617878
• Binding: Hardcover
• Language: English
• Number of pages: 272