UnMarketing-Book Review
Stop Marketing. Start Engaging!
Scott Stratten has made a name for himself as an expert on social marketing and has now written a book that challenges many of the assumptions from traditional marketing. This book, “Unmarketing,” embraces the concept that sustainable business is done through relationships. In turn, relationships are built upon high levels of trust.
Stratten passionately proposes that the traditional marketing mind-set aims too low on the buyer hierarchy and leads to more competition and less differentiation. He uses a digestible format to explain that we must engage and listen to clients in order to create real success. In turn, he touts social networks as offering more of a conversation than media channels.
“UnMarketing” demonstrates how to target and keep the right type of clients. Stratten points out that we must stop “spraying and praying” and focus on pulling in our customers and having them stay. Subsequently, he states, “If you believe business is built on relationships, then make building relationships your business.
Clients and prospects all want to be listened to. Although Stratten believes a great deal in social marketing, he feels that all marketing tools are valid as long as they are properly used. If the aim is off, it doesn’t matter what tool is utilized.
“UnMarketing” is difficult to put down and is one of the few marketing books that will make you laugh out loud. It drives home the idea of a new mind-set and a change from the traditional “Push and Pray” marketing. Specifically, Stratten focuses on his “Pull and Stay” method: marketers pull their market towards them and engage (stay). Consequently, clients naturally choose them to meet their needs.
“UnMarketing” redefines marketing as all points of engagement between a company and its customers; not just a single boxed-in activity. If you are interested in engaging customers better, building long-term relationships and discovering the potential for every interaction with a prospect, then this book is for you.