UnMarketing: Everything Has Changed and Nothing is Different, 2nd Edition

UnMarket to build trust and make lifelong customers!

In 2009, Scott Stratten and Alison Stratten wrote the bestselling UnMarketing: Stop

Marketing, Start Engaging

and began a journey that would take them around the world sharing their message of engagement with corporations, entrepreneurs, and students.They are now back with this second edition, because Everything has Changed and Nothing is Different, with all the brilliance of the first edition, plus new content and commentary to reflect the rapidly changing landscape we all live, buy, and work in today.

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 a relationship with your customers, and make yourself the logical choice for their needs. We know you’ve been told to act like other people, talk like other people, and market like all the people, but it is time for you to unlearn everything and start to UnMarket yourself.

UnMarketing includes the latest information on:

Idea Creation, Viral Marketing and Video, Marketing to Millennials, Authenticity, Transparency and Immediacy, Ethics and Affiliates, Social Media Platforming, UnPodcasting, Word of Mouth, Customer Service, Consumer Advocacy and Leadership.

With examples of what to do, and what not to do, from small business right up to worldwide corporations in areas such as real estate, travel, service, retail, and B2B.

Table of Contents

Chapter 1: Everything Has Changed and Nothing Is Different
Chapter 2: The Hierarchy of Buying
Chapter 3: A Word on Experts
Chapter 4: Trust Gap
Chapter 5: ROD: Return on Donuts
Chapter 6: Restaurant That Didn’t Get It
Chapter 7: Cold-Calling
Chapter 8: Aiming Your Company at the Bottom of the Barrel
Chapter 9: Pull and Stay
Chapter 10: Reasons Why Companies Don’t Use Social Media
Chapter 11: Social Media (Social Currency as Well)
Chapter 12: Twitter versus Facebook versus LinkedIn
Chapter 13: Social Media Platforming
Chapter 14: UnPodcasting
Chapter 15: HARO
Chapter 16: The Game Has Changed: Immediacy and Relevancy
Chapter 17: Publicized Customer Service
Chapter 18: Don’t Bank on the Bold
Chapter 19: Seven Deadly Social Media Sins
Chapter 20: The Millennials Are Coming
Chapter 21: How Twitter Changed Scott’s Business
Chapter 22: Tassimo
Chapter 23: Domino’s—Word of Mouth Mouths Are Moving…
Chapter 24: Naked Pizza
Chapter 25: Don’t Feed the Trolls
Chapter 26: Social Media for Social Good
Chapter 27: Your Website—Old School versus New School
Chapter 28: Your Captcha Is Craptcha
Chapter 29: Experience Gap
Chapter 30: Raising and Keeping the Bar High—Cirque
Chapter 31: Stirring Coffee
Chapter 32: Using “Stop Start Continue´´
Chapter 33: Zappos
Chapter 34: Rockport
Chapter 35: FreshBooks
Chapter 36: Why You Can’t Learn from Millionaires
Chapter 37: Authenticity and Transparency
Chapter 38: For Whom the Bell Mobility Tolls
Chapter 39: Scott’s Transparency on Twitter
Chapter 40: Your Transparency
Chapter 41: Affiliates
Chapter 42: Testimonials
Chapter 43: Best Sellers
Chapter 44: Why Being a Work-at-Home Mom Is Bad for Business
Chapter 45: Hello? Walmart?
Chapter 46: Idea Creation
Chapter 47: Idea Delivery
Chapter 48: Doing In-Person Seminars
Chapter 49: Tele-Seminars (now Webinars)
Chapter 50: Viral Marketing
Chapter 51: Video
Chapter 52: Be Prepared for Success
Chapter 53: Undercover UnMarketing
Chapter 54: Putting It Into Practice
Chapter 55: Lush
Chapter 56: Trade Shows
Chapter 57: Social Media at Trade Shows
Chapter 58: UnNetworking: Why Networking Events Are Evil
Chapter 59: The Awesomeness of Being a 2.0 Author
Chapter 60: The UnTour
Chapter 61: The UnEnd