Scott Stratten, better known as @UnMarketing on Twitter, has written a book about Marketing that didn't seem like it was about Marketing at all. I read it. I loved it. You will too.
You see, this isn't a book about Marketing in the traditional sense, where you're given all the tricks you need to boost sales, lower customer churn, drive website traffic, and automate half your marketing tasks, all in only four hours a week. On the contrary, Scott vehemently argues against all things automated and describes how his "overnight success" actually took him years of building strong relationships based on trust. Success in business isn't for the weary, folks.
This book is NOT more of the "same old Social Media Guru stuff we hear all the time - engagement, transparency, content, yada yada yada." While Scott's book obviously addresses those things, it goes far beyond that. It attacks traditional marketing and supports it with real life examples, including real world experiements conducted by Scott himself. It addresses Social Media with a Customer Service lens, much different than most books that view it as a traffic-driver. He's not about monetizing eyeballs - he's about creating real relationships and letting those monetize themselves. He's about marketing your business at every touch point, not when you want to set up a campaign.
Many times I found myself highlighting sentence after sentence, nodding my head and occasionally exclaiming "Yes! Exactly!" Unmarketing hit a nerve with me - a good nerve. I've always conducted my business focusing more on caring, respect, and building trust rather than bottom line. I used to work for a company where the Telemarketing team sat right next to me, cold calling...all day. Not only was it depressing to listen to, it went against everything I believed in. I knew there was a better way - and UnMarketing addresses exactly that.
I've met Scott twice, once at the Audience Conference in NY and another time at his own book tour stop in CT. Both times were a pleasure to say the least, and that's EXACTLY why I'm recommending his book. No, not simply because I met him - because when I met him he was friendly, approachable, and made me want to buy everything he had to offer. That's what he teaches you in this book - how to focus on the right things in your business.
Scott says, "People do business with people they know, trust, and like." Well I have done business with Scott because I know him, trust him, and like him. I bought his book pre-order, and when he asked for help from his followers to raise money for a cause near to his heart, I didn't hesitate. That was BEFORE I ever met him in person.
Isn't that proof enough that the UnMarketing approach works? You can pick up the book here (not an affiliate link). It definitely gets two thumbs up from me.
Want to win a FREE copy of UnMarketing? Simply leave a comment explaining how you're marketing (or planning on marketing) your company differently to offer value to your customers and build real relationships. I'll pick a winner before the end of the month.