Do you hate selling and marketing in the “Tell-ya-what-I’m-gonna-do” way? Then Scott Stratten is your man. In his book, Unmarketing: Stop Marketing. Start Engaging., Stratten shows you through his personal experience that you can build a successful business – and an audience of enthusiastic customers – without doing the Glengarry/Glen Ross shuffle.
Written in a series of blog-post-length sections, the book is chock-full of Stratten’s personal observations, advice, success stories, and words to the wise. A big proponent of social media, Stratten advises readers on how to maximize these tools to build your audience naturally and comfortably.
In fact, that’s the basis of his belief: That building relationships should be the backbone of your business, and the only way to do that is naturally, and over time. Sure, there are tips and “secrets” for how to make the most of the tools that are at your disposal, but what it comes down to is relating to the people you want to serve.
This book is perfect for new entrepreneurs, or business owners who have been around the block a time or two but don’t know a tweet from a hole in the ground. Stratten presents his lessons in a non-threatening, conversational tone that is easy to read and easy to follow.
You’ll want this book in your business library to refer to again and again. Even though many of the stories deal with “Web 2.0” tools, Stratten’s advice to be yourself and focus on the relationship will be equally applicable into the future as new technology emerges.