What is unmarketing? I see it as new marketing that uses techniques to form relationships as opposed to the one-way push marketing methods of the past. Who is @unmarketing? That would be Scott Stratten, author of the UnMarketing
Photographers everywhere are trying to best market themselves and their products in a rapidly-changing industry. Social media holds promise but it’s not a magic solution; doing social media wrong is probably worse than not doing it at all. I recently purchased Unmarketing and read it in two nights… It’s that good.
The Goods
The book contains 56 chapters; each one is a focused discussion on a narrow topic. This helps to keep one’s thoughts on-topic as well as provide for the book to be read in small chunks.
The first section of the book talks about marketing in general and provides foundations of the concepts of what works (and what doesn’t) with social media. The conversation then turns to social customer service and some specific examples of Twitter changing businesses.
There’s a good discussion on websites and how they have changed. I know this is a topic that I’ve struggled with for my photography business… I want to show off some static photo and service information while integrating my blog and social network presence.
The final portion of the book consists of quick, focused tips and tricks for specific social marketing techniques… more than 20 topics are in this section, with topics ranging from transparency and authenticity to seminars and ebooks. The book wraps up with some conclusion chapters including specific tips on face-to-face unmarketing at events and trade shows.
The Summary
I’ve read several books on social media and “new marketing”, but this one is easily the best. As mentioned above, I read it in two sittings because each chapter was well-written with specific anecdotes and good advice… you’ll want to keep a notepad handy to jot down the real-world ideas you’ll come across to kick your marketing up a notch.
Highly recommended. Purchase UnMarketing: Stop Marketing. Start Engaging.
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