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by Scott Stratten
UnMarketing: Stop Marketing. Start Engaging, Revised and Updated
Title Page
Copyright Page
Dedication
Introduction
Chapter 1 - Hierarchy of Buying
Chapter 2 - A Word on Experts
Chapter 3 - Trust Gap
Chapter 4 - Restaurant That Didn’t Get It
Chapter 5 - Cold Calling
Chapter 6 - Aiming Your Company at the Bottom of the Barrel
The Better Bottom of the Barrel
Chapter 7 - Pull and Stay
Chapter 8 - Reasons Why Companies Don’t Use Social Media
Chapter 9 - Social Media (Social Currency as Well)
Chapter 10 - Twitter versus Facebook versus LinkedIn
Facebook
LinkedIn
Twitter
Chapter 11 - Social Media Platforming
Chapter 12 - HARO—Platforming Example
Chapter 13 - The Game Has Changed
Chapter 14 - Publicized Customer Service
Chapter 15 - Don’t Bank on the Bold
Chapter 16 - Seven Deadly Social Media Sins
Greed
Gluttony
Sloth
Envy
Wrath
Lust
Pride
Chapter 17 - How Twitter Changed My Business
Chapter 18 - Tassimo
Chapter 19 - Local Twitter
Chapter 20 - Dominos—Word of Mouth
Chapter 21 - Naked Pizza
Chapter 22 - Don’t Feed the Trolls
Chapter 23 - Tweetathon
Chapter 24 - Your Web Site—Old School versus New School
Brochure versus Hub
Pitch versus Authenticity Newsletters
Static versus Dynamic
Our Site versus Your Site
I’m Great versus You’re Great
A Jungle versus a Map
High versus Low Barrier to Engagement
Chapter 25 - Captchas
Pop-Ups
Chapter 26 - Experience Gap
Chapter 27 - Raising and Keeping the Bar High—Cirque
Chapter 28 - Stirring Coffee
Chapter 29 - Experience Gap for Small Biz
Chapter 30 - Using Stop Start Continue
Chapter 31 - Zappos
Chapter 32 - Rockport
Chapter 33 - Fresh Books
Chapter 34 - Why You Can’t Learn From Millionaires
Chapter 35 - Transparency and Authenticity
Chapter 36 - My Transparency on Twitter
Chapter 37 - Your Transparency on Twitter
Chapter 38 - Affiliates
Chapter 39 - Testimonials
Chapter 40 - Best Sellers
Chapter 41 - Why Being a Work-at-Home Mom Is Bad for Business
Chapter 42 - Hello? Walmart?
Chapter 43 - Idea Creation
Chapter 44 - Idea Delivery
Chapter 45 - Doing In-Person Seminars
Chapter 46 - Tele-Seminars
Chapter 47 - Tele-Summits
Chapter 48 - How and Why I Created a Summit E-Book Instead
Chapter 49 - Viral Marketing
The Landing Page
Emotion—How Do You Decide?
Be Prepared for Success
Chapter 50 - Undercover UnMarketing
Chapter 51 - Putting It into Practice
Chapter 52 - Lush
Chapter 53 - Trade Shows
Chapter 54 - Social Media at Trade Shows
Chapter 55 - UnNetworking Why Networking Events Are Evil
Chapter 56 - The UnEnd
Acknowledgments
Index
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