Unmarketing: Stop Marketing. Start Engaging.

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This book shows people how to create a mindset and systems that perpetually attract the right customers. Instead of teaching the tired method of Push & Pray method (pushing out marketing messages, and praying people buy), UnMarketing focuses on the Pull & Stay technique (pulling your market towards you and staying/engaging with them, so when they have the need for your product/service, you're the logical choice). Marketing isn't a task, a role or specialty. It helps all professionals realize that every single time a potential customer comes across a point of engagement with your company -- you are marketing.

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Scott Stratten is the President of Un-Marketing.com (un-marketing.com) and is an expert in the types of viral, social, and authentic marketing which he calls Un-Marketing. According to Stratten, UN-Marketing is all about positioning yourself as a trusted expert in front of target market, so when they have the need,they choose you. His clients' viral marketing videos have been viewed over 60 million times and have generated massive profits. Stratten has recently appeared on sites like Mashable.com, CNN.com, and in publications such as 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 engaging conversation. Table of Contents Introduction Hierarchy of Buying A Word on Experts Trust Gap Restaurant That Didn't Get It Cold Calling Aiming Your Company at the Bottom of the Barrel Pull and Stay Reasons Why Companies Don't Use Social Media Social Media (Social Currency as Well) Twitter versus Facebook versus LinkedIn Social Media Platforming HARO--Platforming Example The Game Has Changed: Immediacy and Relevancy Publicized Customer Service Don't Bank on the Bold Seven Deadly Social Media Sins How Twitter Changed My Business Tassimo Local Twitter Dominos--Word of Mouth: Mouths Are Moving . . . . Naked Pizza Don't Feed the Trolls Tweetathon Your Web Site--Old School versus New School Captchas Experience Gap Raising and Keeping the Bar High--Cirque Stirring Coffee Experience Gap for Small Biz Using Stop Start Continue Zappos Rockport FreshBooks Why You Can't Learn From Millionaires Transparency and Authenticity My Transparency on Twitter Your Transparency on Twitter Affiliates Testimonials Best Sellers Why Being a Work-at-Home Mom Is Bad for Business Hello? Walmart? Idea Creation Idea Delivery Doing In-Person Seminars Tele-Seminars Tele-Summits How and Why I Created a Summit E-Book Instead Viral Marketing Undercover UnMarketing Putting It into Practice Lush Trade Shows Social Media at Trade Shows UnNetworking: Why Networking Events Are Evil The UnEnd Acknowledgments Index