So, recently I went a bit crazy ordering books online and I waited excitedly while little brown packages of books arrived at my house. So many great titles… but it was UnMarketing that I was dying to get my hands on.
This book is Gold. Why? I could tell you in my own words, but I just couldn’t explain it like the author, Scott Stratten. So, let me use a montage of his powerful words to paint you a picture…because I really do want you to read this book. Pay attention:
“Stop Marketing. Start Engaging.Customers buy first from people they know, like and trust. Social media isn’t media at all – it is simply a conversation with two or more people. It’s an action. Not a site. Social media isn’t Twitter. Or Facebook. It isn’t the new website flavour of the week. It’s the ability to have conversations online with others, whether it is your market, customers, colleagues, or anyone that comes across your conversation.Marketing happens every time you engage (or not) with your past, present and potential customers. You need to read this book if you’ve had enough of the old-school ways of marketing and want to believe there is a better way. You don’t want a huge list. You want an engaged list. Social Media is nothing new. We just used to call it “talking”. That is all it is – conversation. Personally, I liken it to the big porch in front of the General Store. Everyone used to like to hang out where the conversation was going on. That is where friends were made. There was a time when my web site was all about me. I changed it to be all about you, about my market, and potential and current customers. Today, to be exceptional all you need to do is offer what used to be considered normal. The gold isn’t in the list anymore, it’s in the engagement. Your goal always needs to be engagement; business will result. There is nothing engaging about a cold call. You’ll discover a new, highly responsive “Pull and Stay” approach that brings the right customers to you through listening and engagement, enabling you to build trust and position yourself as their logical choice when they need you. If you believe that business is built on relationships, then make building them your business” Scott Stratten.
So why do I like this book so much? Scott Stratten, in writing UnMarketing, has confirmed everything I knew in my heart to be right. Good business is based on the ability to build relationships with your customers and potential customers. Period. What your clients want, need and CARE about hasn’t changed – they want to be noticed, to be heard, to be acknowledged and to be engaged with. They love to talk about a good thing and they will do so using any tools that they have at their disposal, because they still WANT to do business with someone they know, like and trust. Someone who is authentic. Someone who adds value. Someone who creates experiences. Social media is the perfect tool for achieving this and encouraging them to become RAVING referrers!
UnMarketing could well be called:
It is about going back to the basic fundamentals of engagement, connection and relationships and good old fashioned customer service. Not only does this book contain a wealth of information about why we need to start doing business this way, but Scott gives great examples of the best tools for doing so. Social Media and particular Twitter feature heavily and after reading this book, you will want to start tweeting high and low – and rightly so, because never more have we had a more powerful set of tools at our disposal. Social Media is rocket fuel for word-of-mouth-marketing.
If you have any interest in using social media in your business you must not only read this book but keep it within arms reach of your laptop, your smart phone and your ipad. Thank you Mr Stratten. This book made me breathe a huge sigh of relief.
Have you read UnMarketing? Do you have a focus on building relationships in your business? If so what great tips have you taken away from the book (or your bag of Relationship Marketing tricks) that you would like to share?
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