UnMarketing: Stop Marketing. Start Engaging, Revised and Updated

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 LinkedIn versus Googleþ 30

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 69

19 Local Twitter 73

20 Domino’s—Word of Mouth: Mouths Are Moving . . . 77

21 Naked Pizza 80

22 Don’t Feed the Trolls 82

23 Tweetathon 85

24 Your Website—Old School versus New School 88

25 Captchas 99

26 Experience Gap 102

27 Raising and Keeping the Bar High—Cirque 105

28 Stirring Coffee 108

29 Experience Gap for Small Biz 115

30 Using Stop Start Continue 118

31 Zappos 121

32 Rockport 126

33 FreshBooks 129

34 Why You Can’t Learn From Millionaires 132

35 Transparency and Authenticity 135

36 My Transparency on Twitter 137

37 Your Transparency on Twitter 139

38 Affiliates 141

39 Testimonials 143

40 Best Sellers 145

41 Why Being a Work-at-Home Mom Is Bad for Business 147

42 Hello? Walmart? 149

43 Idea Creation 151

44 Idea Delivery 154

45 Doing In-Person Seminars 159

46 Tele-Seminars 164

47 Tele-Summits 168

48 How and Why I Created a Summit Ebook Instead 171

49 Viral Marketing 177

50 Undercover UnMarketing 201

51 Putting It Into Practice 207

52 Lush 210

53 Trade Shows 212

54 Social Media at Trade Shows 221

55 UnNetworking: Why Networking Events Are Evil 223

56 The Awesomeness of Being a 2.0 Author 227

57 The UnTour 231

58 The UnEnd 234

Acknowledgments 237

Index 241