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Introduction
1 Hierarchy of Buying 1
2 A Word on Experts 4
3 Trust Gap 7
4 Restaurant That Didn't Get It 11
5 Cold Calling 15
6 Aiming Your Company at the Bottom of the Barrel 17
7 Pull and Stay 22
8 Reasons Why Companies Don't Use Social Media 25
9 Social Media (Social Currency as Well) 27
10 Twitter versus Facebook versus Linkedln 31
11 Social Media Platforming 36
12 HARO Platforming Example 42
13 The Game Has Changed: Immediacy and Relevancy 44
14 Publicized Customer Service 47
15 Don't Bank on the Bold 53
16 Seven Deadly Social Media Sins 55
17 How Twitter Changed My Business 63
18 Tassimo 70
19 Local Twitter 74
20 Dominos Word of Mouth: Mouths Are Moving 79
21 Naked Pizza 82
22 Don't Feed the Trolls 85
23 Tweetathon 88
24 Your Web Site Old School versus New School 93
25 Captchas 104
26 Experience Gap 107
27 Raising and Keeping the Bar High Cirque 110
28 Stirring Coffee 113
29 Experience Gap for Small Biz 121
30 Using Stop Start Continue 124
31 Zappos 127
32 Rockport 133
33 FreshBooks 136
34 Why You Can't Learn From Millionaires 139
35 Transparency and Authenticity 142
36 My Transparency on Twitter 145
37 Your Transparency on Twitter 147
38 Affiliates 150
39 Testimonials 152
40 Best Sellers 155
41 Why Being a Work-at-Home Mom Is Bad for Business 158
42 Hello? Walmart? 160
43 Idea Creation 163
44 Idea Delivery 166
45 Doing In-Person Seminars 172
46 Tele-Seminars 177
47 Tele-Summits 181
48 How and Why I Created a Summit E-Book Instead 185
49 Viral Marketing 191
50 Undercover UnMarketing 217
51 Putting It into Practice 223
52 Lush 227
53 Trade Shows 229
54 Social Media at Trade Shows 239
55 UnNetworking: Why Networking Events Are Evil 241
56 The UnEnd 246
Acknowledgments 249
Index 253

Stop marketing. Start UnMarketing.

Consider marketing. It's a vital aspect of running a successful business, but lately its practices have been taking a beating. And why not? Do you like getting cold-called just when you sit down to dinner? Having your mailbox clogged with random offers you immediately toss? Do you listen carefully to the ads that interrupt your favorite TV show? No? If these experiences are "marketing," you?and your customers?probably prefer whatever's the complete opposite.

Instead of trying the same tired methods, what if you could have a new kind of conversation with your customers and prospects? If you're ready to stop marketing and start engaging, then welcome to UnMarketing.

Taking an on-the-ground look at the changing landscape of business-customer relationships, UnMarketing gives you innovative ways out of the old "Push and Pray" rut, which assumes that messages sent out blindly and broadly will magically lead to loyal, long-term clients. Instead, 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.

With a smart take on using social media as a new toolset rather than just a fad, UnMarketing features numerous bite-size chapters you can consult and apply according to your unique business requirements. These chapters are all bursting with practical tips and real-world examples, giving you a sense not just of what works (and what doesn't) but of how and for whom.

If all business is built on relationships, then, no matter your enterprise, building good relationships is your business. UnMarketing supplies you with a winning approach to stop ineffective marketing and put relationships first?then reap the long-term, high-quality growth that follows!