Unmarketing Stop Marketing - Start Engaging

Name: Unmarketing Stop Marketing - Start Engaging
Price: 3.42 USD
Availability: InStock
ISBN: 9781118176283

ISBN-10: 1118176286

ISBN-13: 9781118176283

Edition: 2012 (Revised)

Authors: Scott Stratten, Alison Kramer

List price: $26.95

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Description:

For generations, marketing has been hypocritical. We've been taught to market to others the way we hate being marketed to (cold-calling, flyers, ads); yet we're all aware that no one likes to be marketed to. Potential and current customers want to be listened to, validated, and have a platform to be heard -- especially online. 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…

Book details

List price: $26.95
Copyright year: 2012
Publisher: John Wiley & Sons, Incorporated
Publication date: 1/24/2012
Binding: Paperback
Pages: 272
Size: 6.22" wide x 8.98" long x 0.74" tall
Weight: 0.484
Language: English



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 versus Google+



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



Domino's-Word of Mouth: Mouths Are Moving…



Naked Pizza



Don't Feed the Trolls



Tweetathon



Your Website-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



Bestsellers



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 Ebook Instead



Viral Marketing



Undercover UnMarketing



Putting It Into Practice



Lush



Trade Shows



Social Media at Trade Shows



UnNetworking: Why Networking Events Are Evil



The Awesomeness of Being a 2.0 Author



The UnTour



The UnEnd


Acknowledgments


Index