Unmarketing Stop Marketing - Start Engaging

ISBN-10: 1118176286
ISBN-13: 9781118176283
Edition: 2012 (Revised)
List price: $26.95 Buy it from $11.41
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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  More...

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Book details

List price: $26.95
Copyright year: 2012
Publisher: John Wiley & Sons, Incorporated
Publication date: 1/24/2012
Binding: Paperback
Pages: 272
Size: 5.75" wide x 9.25" long x 0.75" tall
Weight: 1.342
Language: English

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 your product/service, you're the logical choice). This revised edition has the following updates: Addition of two new chapters: "Awesomeness of Being an Author 2.0" and "UnBook Tour" New information on targeted Google and Facebook ads and how, even with these targeted ads, relationships are still important Updates to the chapter on Twitter versus Facebook versus Linked In Updates to/additions of any new terms (i.e. Twitter lists, Facebook chat, Google+) Updates to the chapter on Tweetathon, as more has been done on this project Updates to Chapter 28, "Stirring Coffee"

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

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