Stop Marketing. Start Engaging.
There’s a very good reason that some of the the marketing ideas Scott Stratten has presented in his book ‘Unmarketing’ were picked up by people like FastCompany and the Wall Street Journal – because they are entertaining, fresh and most of them will work for most people!
According to Scott, ‘Unmarketing’ is something quite different to conventional or traditional marketing – he defines ‘Unmarketing’ as ‘the ability to engage with your market’. According to him “if you believe business is built on relationships” you should “make building them your business” – and that’s the focus of his book.
I love what I describe as ‘bathroom books’ (enough to have written the ‘Bathroom Business Bible’ a few years back). A bathroom book is one where the information is presented in bite-sized chunks that are quick and easy to digest – ‘single sitting strategies’ as I called them in my offering.
Unmarketing is just like that: it has 56 short chapters – covering just about every possible aspect of the challenge facing anyone whose responsibility it is to engage with clients. Appropriately it spends a lot of time talking about the role of Social Marketing in a modern marketing mix (Scott is a Twitter guru who makes not too shabby use of LinkedIn and FaceBook too). Continue reading “‘Unmarketing’ by Scott Stratten” »