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

Scott Stratten, Alison Stratten



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

Introduction xi

1 Everything Has Changed and Nothing Is Different 1

2 The Hierarchy of Buying 3

3 A Word on Experts 7

4 Trust Gap 11

5 ROD: Return on Donuts 15

6 Restaurant That Didn’t Get It 19

7 Cold-Calling 23

8 Aiming Your Company at the Bottom of the Barrel 27

9 Pull and Stay 33

10 Reasons Why Companies Don’t Use Social Media 37

11 Social Media (Social Currency as Well) 39

12 Twitter versus Facebook versus LinkedIn 43

13 Social Media Platforming 47

14 UnPodcasting 53

15 HARO 57

16 The Game Has Changed: Immediacy and Relevancy 59

17 Publicized Customer Service 63

18 Don’t Bank on the Bold 69

19 Seven Deadly Social Media Sins 73

20 The Millennials Are Coming 81

21 How Twitter Changed Scott’s Business 85

22 Tassimo 91

23 Domino’s—Word of Mouth: Mouths Are Moving . . . 95

24 Naked Pizza 99

25 Don’t Feed the Trolls 101

26 Social Media for Social Good 105

27 Your Website—Old School versus New School 113

28 Your Captcha Is Craptcha 123

29 Experience Gap 127

30 Raising and Keeping the Bar High—Cirque 131

31 Stirring Coffee 135

32 Using “Stop Start Continue” 143

33 Zappos 147

34 Rockport 153

35 FreshBooks 155

36 Why You Can’t Learn from Millionaires 159

37 Authenticity and Transparency 163

38 For Whom the Bell Mobility Tolls 167

39 Scott’s Transparency on Twitter 175

40 Your Transparency 177

41 Affiliates 179

42 Testimonials 183

43 Best Sellers 187

44 Why Being a Work-at-Home Mom Is Bad for Business 189

45 Hello? Walmart? 193

46 Idea Creation 197

47 Idea Delivery 201

48 Doing In-Person Seminars 207

49 Tele-Seminars (now Webinars) 213

50 Viral Marketing 217

51 Video 227

52 Be Prepared for Success 235

53 Undercover UnMarketing 241

54 Putting It into Practice 247

55 Lush 251

56 Trade Shows 253

57 Social Media at Trade Shows 261

58 UnNetworking: Why Networking Events Are Evil 265

59 The Awesomeness of Being a 2.0 Author 269

60 The UnTour 273

61 The UnEnd 277

Index 279