Wednesday 8 November 2017

Book ~ "Unmarketing: Stop Marketing. Start Engaging." (2010) Scott Stratten

From Goodreads ~ 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!

Regardless of your role when you work for a company, we are all sales and marketing people, not only promoting whatever the product or service is but also the customer experience.  According to Scott, "marketing happens every time you engage (or not) with your past, present and potential customers."

This book is about "unmarketing" ... the ability to engage with your market.  It's what comes naturally, not being forced to do things that make you uncomfortable.  It's the authentic, it's personal and it's the way to building lifelong fans, relationships and customers.  This book is for you if you have had enough of the "old-school" ways of marketing and want to believe there is a better way.

If you believe business is built on relationships, make building them your business.  Scott Stratten

Scott starts with the hierarchy of buying ... with cold-calling on the bottom of the pyramid and referrals from current satisfied customers at the top.  He then discusses the value of being considered an expert and trust.  Various methods are described such as "pull and stay" rather than the "push and pray", social media such as Twitter, viral marketing, seminars and more.  He includes his experiences of what some companies did well and how others failed to live up to their promises.

I liked the writing style.  It is very conversational, casual and amusing.  He seems like he'd be a fun guy to sit down and talk with.  I read this book on my iPad and there are links which I found myself going to as I was reading to learn more about the experiences Scott talked about.

I look forward to reading his other books and hope sometime to see one of his keynotes.

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