UnMarketing: Stop Marketing. Start Engaging

UNcanny Insights From UNmarketing

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

UNpretentious
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.

UNstructured
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.

UNafraid
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.

UNderstandable
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.

UNsettling
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.

UNdercover
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

2 out of 2 people found this review helpful.

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.

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.

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!

No text was provided for this review.

No text was provided for this review.

No text was provided for this review.

No text was provided for this review.

No text was provided for this review.

No text was provided for this review.