Are You UNMARKETING?

Recently, I read an outstanding marketing book that is easily on par with the likes of well-known author, speaker and presenter Seth Godin. The book is entitled UNMARKETING: Stop Marketing. Start Engaging and is written by Scott Stratten. This book is pure fun to read. Yes, you read that right, it’s actually fun to read. Stratten’s humor, mixed with common sense, inspiring narrative and nuggets of good advice make this one of the best “industry” books I’ve read in a while.

In this post I’ll just touch on some of the great comments, ideas and views made by Stratten. In the future, I’ll dig more deeply into some of the points made in the book. If you have any interest in marketing, or are part of a marketing team, I highly recommend checking out Unmarketing.

Words of Wisdom, Inspiration & Humor

·If you believe business is built on relationships, make building them your business.

·Being authentic means that you focus on what you uniquely bring to the table. That is what separates you from others in your industry. If you are your authentic self you have no competition.

·One of the mistakes I see new business owners make, especially in the service industry, is that they don’t consider themselves experts… Sure you may not the expert in the field, but you can certainly be an expert.

·Stratten on Social Media:

·You wouldn’t open a business bank account and ask to withdraw $5,000 before depositing anything…. Yet people go on social media, open their account, send out a few pitches for their mediocre e-book, and then complain to me that this social media stuff “doesn’t work.”

·If I offered you a tool 10 years ago that allowed you to listen and respond to the casual conversations of your potential, current, and past customers, you would have paid me $20,000 a month for this 8th wonder of the world. But now that it is here, and it’s free, you question its value?

·We should follow people [on Twitter] based on interest, not out of courtesy. (Bravo Stratten. I love to hear common sense!)

·It’s not about how many followers you have, but your engagement with them. Don’t look to build quantity, build quality.

·Businesses that use the printed yellow pages often try to rationalize their investment by telling online professionals that they serve an “older market”. Stratten counters this common argument with facts and humor:

·According to PEW Internet and America Life Project, 45% of senior citizens over the age of 70 are online, and even 20% of those over 76 are surfing the interweb tubes. The average life expectancy is around 80, so I’m not sure whom you are aiming for. Those over 80? Go get em! Just make sure you buy big ads with the large fonts.

Have you read Unmarketing? I’d love to hear your opinions on the book.

 

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