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UnMarketing: Stop Marketing. Start Engaging

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  • Posted September 4, 2010

    UNcanny Insights From UNmarketing

    Here's what makes UnMarketing an unusual, yet worthy use of your marketing education time:

    Unlike so many marketing books, Stratten doesn't overcomplicate the subject matter. He believes that common sense should prevail, and that UnMarketing success is rooted in the creation of everyday "wow" moments. His self-deprecation adds a hilarious, warm tone throughout.

    There isn't a narrative or progression in the book, but rather a collection of 57 short observations, lessons, and anecdotes. For readers that consume material in bits and pieces, this format is ideal. You can easily read UnMarketing over time in 10 or 15-minute chunks.

    Sacred cows are slaughtered in UnMarketing, both in the material and in the book's packaging. (The faux testimonials on the back of the book are priceless) Stratten's rant against direct marketing - "People still teach courses on how to cold-call better! That's like finding a better way to punch people in the face" is one of the more memorable examples of his outlook.

    One of the most commendable aspects of this book is Stratten's gift for boiling down a marketing principle to its simplest form. His "Pull and Stay" advice; segmenting customers into barrels; platforming; social currency, and other concepts are instantly applicable to real world marketing challenges fitting a wide variety of circumstances. The examples and mini case studies he presents provide insights that leave you nodding your head and thinking you could adopt the same approaches.

    Stratten has a knack for gaps. The two sections in the book on the Trust Gap and the Experience Gap are among the strongest in UnMarketing. Both are wake-up calls for marketers, and make the case that separating marketing from day-to-day customer experiences is an impossibility. Stratten writes:

    "The space between the best services, often what a new customer receives and the worst experience is what I call the Experience Gap. As a business owner your goal needs to be having no gap at all, optimizing every point of contact with your customer."

    A tall order, to be certain.

    The best parts of UnMarketing are when the author uses his own circumstances to make a point about the importance of people and customer experience. His tale of his switch of coffee loyalty from Tim Horton's to McDonald's is a documentary-style account of how real people perceive and are impacted by business details we all too often take for granted.

    As you might expect, UnMarketing is not your typical marketing and business book. It's a boullabaise of advice and observations on social media, viral marketing, and customer experience, with a side order of social media how-to. There are a few sections devoted to the mechanics of Twitter, Facebook, Linkedin, and other social media operational specifics. Because they are relatively high level overviews, these aren't the strongest components of the book, and if you want details on Twitter or Facebook best practices, I recommend Kyle Lacy's Twitter for Dummies and Mari Smith and Chris Treadway's Facebook Marketing an Hour a Day.

    But, if you're looking for an always-interesting, impactful, funny, practical book to get you excited about marketing again, you should pick up a copy of UnMarketing. Scott Stratten is a compelling character with panache and wit, and he puts these strengths to great use in his first bo

    4 out of 4 people found this review helpful.

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  • Anonymous

    Posted December 10, 2014

    This was fantastic a few years ago...

    But now his strategies are laughable. Oh how times change!

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  • Anonymous

    Posted May 7, 2014

    It's a good book

    A good book about how you truly gain business. My only complaints are the book is longer than it needs to be. I felt like he kept saying the same thing over and over again in a different way. He also referenced twitter way more than needed and made a point to let you know how big a fan he is. Otherwise, it's a good read.

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  • Posted February 9, 2013

    You know you live in the modern world when acquiring Twitter fol

    You know you live in the modern world when acquiring Twitter followers is a marketable skill. Scott Stratten spent months following people on Twitter and gaining followbacks. He then made an emotionally-appealing video for his followers. It went viral, Stratten started public speaking, and a career as a marketing consultant was born. One of Stratten’s favorite sayings is “You’re an expert when you say you’re an expert.” Which brings to mind one of my favorite sayings: “On the internet, no one knows you’re a dog.”

    Twitter is amazing. Of course it is. And Stratten is good at it. However, there is an entire world that is not Twitter-savvy. It’s possible to be well-connected online by using other platforms, such as Facebook, blogs, and Tumblr, but Stratten never discusses those things. It’s as if the entire internet is limited to 140-character micro-updates. Moreover, instead of developing truly meaty content, and then tweeting about it, Stratten’s tweets are an end in themselves. There is no there, there.

    UNMARKETING has short chapters, which can be read in any order since they don’t connect with each other in any meaningful way. The book feels like scrolling through the archives of a blog. Like most blogs, it’s very writer-centric, making UNMARKETING read more like a memoir than a how-to. Stratten learned to use Twitter, got some freebies because he uses Twitter, and screwed up a few times with his mailing list but got better at it. Fair enough. He’s writing about his own experience because its worked for him. However, he’s not teaching other people how to duplicate his success.

    That isn’t to say UNMARKETING is all bad. There is some solid marketing advice in here. Stratten understands that with social currency, you have to give before you get. He’s against spammy things like auto-responders. He knows how to set up a newsletter and even what the welcome message to new subscribers should look like. He discusses what makes a good website and uses social networking in clever ways. He obviously knows his job and is probably good at working one-on-one with companies to craft their marketing message. However, he doesn’t know how to broaden that message into a more general how-to. There isn’t enough material that’s applicable to enough people to make UNMARKETING worth the time spent reading it.

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  • Posted September 9, 2011

    more from this reviewer

    Undo your unfashionable marketing habits with "UnMarketing" for unrivaled results.

    Traditional marketing strategies have lost steam as social networking and other tools provide companies with more options for engaging directly with potential and current customers. The "UnMarketing" way encourages connecting, listening and engaging. Scott Stratton delivers his unmarketing advice in a series of vignettes written in a personable, humorous style. Though the author breaks little new ground here, getAbstract recommends his entertaining stories, examples and how-tos. They perfectly illustrate how to stop marketing and start unmarketing to make friends, attract new business and retain current customers.

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  • Posted February 4, 2011

    more from this reviewer

    Help cure bad marketing with inverted insight.

    I very much liked the content of this book. The author is a bit crude here and there but not to a grand excess. In spite of that if you are looking to learn how to market and perhaps even looking on a better way to do prospecting this book will build your understanding. Great read also if you need to understand the whole social marketing concept.

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  • Posted October 15, 2010

    more from this reviewer

    Engage to Find Success!

    Scott is nothing short of authentic at his speaking engagements and this book on UnMarketing is just an extension of his goal to illustrate the importance of engagement.

    Throughout the book, Scott gives many examples from his own business that verify that the days of cold calling are over. People don't want to be sold products - they want to be sold experiences. People don't want to "trust you" - they want you to earn their trust. Customers are the ones that are voting on your business or products with their money and if you don't engage and build a relationship with your customers, you are missing the boat.

    Read it. Read it twice. Engage. Build relationships. Succeed!

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  • Anonymous

    Posted March 12, 2011

    No text was provided for this review.

  • Anonymous

    Posted June 8, 2011

    No text was provided for this review.

  • Anonymous

    Posted November 22, 2010

    No text was provided for this review.

  • Anonymous

    Posted April 21, 2012

    No text was provided for this review.

  • Anonymous

    Posted January 27, 2011

    No text was provided for this review.

  • Anonymous

    Posted May 19, 2011

    No text was provided for this review.

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