| UnMarketing

Be ashamed to die until you have won some victory for humanity.

Horace Mann (the great educational reformer) spoke these words to the graduating class at Antioch College in 1859, and I hope it speaks to you as much as it does to me. For me it’s a reminder no matter what I’ve achieved so far in life, there’s still a lot of work to be done.

And while you probably won’t score a victory for humanity by mastering social media, it’s most likely going to be a part of your journey.  If you are going to do it, as they say, you might as well do it well.

That’s where Scott Stratten and his book UnMarketing come in. He helps us unpack what it takes to become a recognized expert in our field, and how to cultivate relationships so that we generate a flood of trusted referrals.

For generations, marketing has been hypocritical. We’ve been taught to market to others in ways we hate being marketed to (cold-calling, flyers, ads, etc.). So why do we still keep trying the same stale marketing moves?

UnMarketing shows you how to unlearn the old ways and consistently attract and engage the right customers. You’ll stop just pushing out your message and praying that it sticks somewhere. Potential and current customers want to be listened to, validated, and have a platform to be heard-especially online. With UnMarketing, you’ll create a relationship with your customers, and make yourself the logical choice for their needs. We know you’ve been told to act like other people, talk like other people, and market like all the people, but it is time for you to unlearn everything and start to UnMarket yourself.

UnMarketing includes the latest information on:

Idea Creation, Viral Marketing and Video, Marketing to Millennials, Authenticity, Transparency and Immediacy, Ethics and Affiliates, Social Media Platforming, UnPodcasting, Word of Mouth, Customer Service, Consumer Advocacy and Leadership.

With examples of what to do, and what not to do, from small business right up to worldwide corporations in areas such as real estate, travel, service, retail, and B2B.

No matter what your business goals are, those are things we could all use a little more of.

By the way, the subtitle to the second edition of this book (released a few months ago) is

“everything has changed and nothing is different.”

I think Horace Mann would agree.

Here’s a quote from the summary:

The best news is, that when you position yourself as a recognized expert, the people who have a need for your product and service will seek you out. So, you will be creating relationships with the exact people who will later become your best clients or customers. You might call this the UnProspecting method.

Cultivate these relationships, and eventually everybody is going to be wondering why you are so successful. But you won’t.

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