UnMarketing by Scott Stratten

Last updated: Jul 31, 2023

Summary of UnMarketing by Scott Stratten

UnMarketing by Scott Stratten is a comprehensive guide that challenges traditional marketing strategies and provides a fresh perspective on building strong customer relationships in the digital age.

The book emphasizes the importance of engaging with customers on a personal level rather than bombarding them with traditional advertising techniques. Stratten argues that businesses should focus on building trust and creating meaningful connections with their target audience.

One of the key principles of UnMarketing is the concept of "stop selling and start engaging." Stratten believes that businesses should shift their focus from pushing products or services to actively listening to their customers and addressing their needs. By providing valuable content and genuinely caring about their customers, businesses can establish themselves as trusted authorities in their industry.

Stratten also emphasizes the power of social media in building relationships with customers. He encourages businesses to use platforms like Twitter, Facebook, and LinkedIn to engage with their audience, respond to feedback, and provide exceptional customer service. According to Stratten, social media allows businesses to humanize their brand and create authentic connections with their customers.

Another important aspect of UnMarketing is the idea of creating remarkable experiences for customers. Stratten argues that businesses should strive to exceed customer expectations and provide memorable interactions at every touchpoint. By going above and beyond, businesses can turn customers into brand advocates who will spread positive word-of-mouth and attract new customers.

Furthermore, the book highlights the significance of storytelling in marketing. Stratten suggests that businesses should focus on telling compelling stories that resonate with their target audience. By sharing authentic and relatable narratives, businesses can create emotional connections and establish a loyal customer base.

Throughout the book, Stratten provides numerous real-life examples and case studies to illustrate his points. He also offers practical tips and strategies that businesses can implement to improve their marketing efforts.

In conclusion, UnMarketing by Scott Stratten is a comprehensive guide that challenges traditional marketing strategies and provides valuable insights on building strong customer relationships. By focusing on engagement, social media, remarkable experiences, and storytelling, businesses can create meaningful connections with their audience and achieve long-term success in the digital age.

1. The Power of Authenticity

In UnMarketing, Scott Stratten emphasizes the importance of authenticity in building strong relationships with customers. He argues that businesses should focus on being genuine and transparent rather than trying to manipulate or deceive their audience. By being authentic, businesses can establish trust and loyalty, which are crucial for long-term success.

Stratten provides numerous examples of companies that have successfully embraced authenticity in their marketing efforts. He highlights how companies like Zappos and Southwest Airlines have built their brands by being true to their values and consistently delivering on their promises. Stratten encourages businesses to be open and honest with their customers, admitting mistakes when necessary and always striving to provide the best possible experience.

2. The Importance of Listening

Another key takeaway from UnMarketing is the significance of listening to customers. Stratten argues that businesses should prioritize listening over talking, as it allows them to better understand their customers' needs and preferences. By actively listening, businesses can tailor their products and services to meet customer expectations.

Stratten provides practical advice on how businesses can effectively listen to their customers. He suggests using social media platforms to monitor conversations and engage with customers directly. Additionally, he emphasizes the importance of responding to customer feedback promptly and genuinely. By listening attentively, businesses can build stronger relationships with their customers and gain valuable insights for improvement.

3. The Power of Storytelling

UnMarketing highlights the power of storytelling in marketing. Stratten argues that stories have a unique ability to captivate and engage audiences, making them more likely to remember and connect with a brand. He encourages businesses to use storytelling as a way to humanize their brand and create emotional connections with customers.

Stratten provides examples of companies that have successfully used storytelling in their marketing campaigns. He emphasizes the importance of crafting compelling narratives that resonate with the target audience. By telling authentic and relatable stories, businesses can differentiate themselves from competitors and leave a lasting impression on customers.

4. The Impact of Social Media

UnMarketing emphasizes the significant impact of social media on modern marketing. Stratten argues that businesses cannot afford to ignore social media platforms, as they provide valuable opportunities for engagement and brand building. He encourages businesses to actively participate in social media conversations and use these platforms to connect with their target audience.

Stratten provides practical tips on how businesses can effectively leverage social media. He emphasizes the importance of being genuine and transparent, as well as actively listening and responding to customer feedback. By embracing social media, businesses can reach a wider audience and build stronger relationships with customers.

5. The Power of Word-of-Mouth Marketing

UnMarketing highlights the power of word-of-mouth marketing and its ability to influence consumer behavior. Stratten argues that businesses should focus on providing exceptional customer experiences, as satisfied customers are more likely to recommend a brand to others.

Stratten provides examples of companies that have successfully harnessed the power of word-of-mouth marketing. He emphasizes the importance of exceeding customer expectations and consistently delivering on promises. By prioritizing customer satisfaction, businesses can generate positive word-of-mouth and benefit from the resulting brand advocacy.

6. The Importance of Building Relationships

UnMarketing emphasizes the importance of building genuine relationships with customers. Stratten argues that businesses should focus on long-term relationship building rather than short-term transactions. By investing in relationships, businesses can foster loyalty and generate repeat business.

Stratten provides practical advice on how businesses can build strong relationships with customers. He emphasizes the importance of personalized communication, actively listening, and consistently delivering on promises. By prioritizing relationship building, businesses can create a loyal customer base and benefit from long-term customer loyalty.

7. The Role of Customer Service

UnMarketing highlights the crucial role of customer service in building strong customer relationships. Stratten argues that businesses should prioritize exceptional customer service as a way to differentiate themselves from competitors and create positive experiences for customers.

Stratten provides examples of companies that have excelled in customer service and reaped the benefits. He emphasizes the importance of going above and beyond to resolve customer issues and consistently delivering exceptional service. By prioritizing customer service, businesses can create loyal customers who are more likely to recommend the brand to others.

8. The Power of Empathy

UnMarketing emphasizes the power of empathy in marketing. Stratten argues that businesses should strive to understand and empathize with their customers' needs and emotions. By putting themselves in their customers' shoes, businesses can better tailor their products, services, and marketing efforts to meet customer expectations.

Stratten provides examples of companies that have successfully demonstrated empathy in their marketing. He emphasizes the importance of genuinely caring about customers and their experiences. By showing empathy, businesses can create stronger connections with customers and foster loyalty.