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?
Instead of trying the same tired methodes, 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.

Table of Contents :
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