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UnMarketing
By: Scott StratteneBook Publisher: John Wiley & Sons
Imprint: Wiley
Format: ePub Encrypted (DRM)
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Stop marketing. Start UnMarketing.
No one likes cold calls at dinnertime, junk mail overflowing your mailbox, and advertisements that interrupt your favorite shows. If this is "marketing," then the world would probably prefer whatever is the opposite of that.
If you're ready to stop marketing and start engaging, then welcome to UnMarketing . The landscape of business-customer relationships is changing, and UnMarketing gives you innovative ways out of the old "Push and Pray" rut. Instead, draw 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.
This updated and revised edition includes new information on building relationships through Twitter, Facebook, LinkedIn, and Google+. 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!
"[INSERT NAME HERE] has written a game changer for [INSERT INDUSTRY HERE]. Drop everything and read this book!"
—Famous author who hasn't read this book
"This book has a great amount of words."
—Fortune 500 CEO who was at an open-bar event with the author and agreed to give testimonial
"This book is the greatest business book in the world, besides mine."
—Author who only gives testimonials to people who give him one in return
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| Title of Business & Economics eBook: UnMarketing | |
| Release Date: 01-31-2012 | |
| Publisher: Wiley |
This eBook download is available in the following formats:
| Parent title | UnMarketing |
|---|---|
| Encrypted (DRM) | Yes |
| SKU | 9781118288405 |
| File size | 5269 |
| Security | n/a |
| Printing | Not allowed |
| Copying | Not allowed |
| Read aloud | No Sys requirements Download reader |
| Devices | Samsung Tablet, Apple Ipad & Iphone, Barnes & Noble Nook, Kobo eReader, Aluratek Libre, Iliad, Nokia, Blackberry, Hanlin |
| Note | Excellent navigation features are available via Adobe such as bookmarks and a quick access table of contents. Text search is easily accessible. An Adobe DRM-protected file is different than a pdf file in that it uses Adobe DRM (Digital Rights Management) technology, which authors and publishers use to protect their content from illegal online distribution and to set certain privileges such as restrictions on copying and printing. |
UnMarketing
Chapter One
Hierarchy of Buying
I surveyed more than 1,000 business owners to ask "Why do you buy?" See Figure 1.1.
When the need arises, customers buy first from people they know, trust, and like. The higher on the pyramid you are with your market, the less competition you have. We take it from the top down:
* Current satisfied customer: Obviously, people are going to buy from you if they already do and are satisfied. The key term here is "satisfied." Even though customers are current, this doesn't mean they are happy. * Referral by a trusted source: The first thing I do when I need something I don't already have is to ask people I know and trust if they know of a provider, which is easy with sites like Facebook and Twitter. I can get a pile of recommendations in minutes. Are you on the tip of the tongue when someone asks for recommendations within your industry? * Current relationship but have yet to purchase: Potential customers know you, trust you, but have yet to buy. And that's okay. The key here is that when they have the need for your product or service, you are in the front of their minds. * Recognized expert in the field: You've built a platform and are consistently in front of potential customers with helpful advice and tips that relate to your industry. You want your market to say "This guy/girl knows what they're talking about! I need to learn more about them." If done right, this leads them into "current relationship" status above. * Search through ads, random searches, an
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