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Blink 3 of 8 - The 5 AM Club
by Robin Sharma
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UnMarketing summary
Scott Stratten
Alison Stratten
Everything Has Changed and Nothing is Different
22 mins
Brief summary
'UnMarketing' by Scott and Alison Stratten is a marketing book that focuses on building relationships with customers, rather than traditional marketing techniques. It offers practical advice for creating genuine connections and engaging with audiences through social media and other channels.
Table of Contents
UnMarketing
Summary of 9 key ideas
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Key idea 1 of 9
The best marketing is based on relationships and communication with your customers.
Imagine getting home after a stressful day on the job; all you want to do is relax on the couch with a delivery pizza and your current Netflix favorite. You order dinner and prepare to decompress, but 30 minutes go by, and your pizza still hasn’t arrived. Then it’s been an hour. And then, when the delivery guy finally does show up, he’s brought the wrong order.
Clearly, the restaurant is not doing well and could use a serious dose of unmarketing, a new take on how companies should interact with their customers.
In most companies, marketing is discussed in secret meetings run by specialized departments. But, actually, every single engagement your company has with current or prospective customers, including private conversations about your business, is a moment for marketing.
Just consider the pizza scenario. This actually happened to a customer in Chicago and, unsurprisingly, she complained about the frustrating experience on Twitter. When Domino’s saw her post, they sent a fresh pie and even made a personalized video of the manager apologizing for the mistake – and that video ended up getting over 100,000 views.
This is a great example of how good marketing focuses on interaction. But interaction in the service of what?
Well, your primary focus should be building relationships, specifically those that can last a lifetime. So rather than focusing on attention-grabbing ads, you should spend your limited resources on connecting with customers.
Then there’s the story of the guy who ordered nine pairs of shoes from Zappos for his sick mother because he didn’t know her size. When she eventually passed away, he kept forgetting to return them and, after several weeks, pleaded with the site to take them back.
Zappos arranged a UPS truck to pick them up, refunded the full purchase amount and offered their sincere condolences for his loss. Because of this special treatment, this customer will be loyal for life, spreading the word about Zappos to everyone he knows.
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What is UnMarketing about?
UnMarketing (2009) lays out a new approach to marketing that goes beyond typical methods like cold calling and ads. These blinks explain how, with the help of new, more sophisticated tools, businesses can build relationships with their customers to engage them in a more natural and effective way.
UnMarketing Review
UnMarketing (2010) by Scott Stratten and Alison Stratten offers a refreshing perspective on marketing and why traditional methods may not be effective in today's digital age. Here's why this book is worth reading:
- It provides insightful strategies to build authentic relationships with customers, emphasizing the importance of trust and genuine connections.
- Real-life examples and case studies illustrate the power of unmarketing, showcasing how companies have succeeded by focusing on building brand loyalty rather than traditional advertising.
- The book challenges conventional marketing wisdom with humorous anecdotes and unconventional ideas, inviting readers to question and reimagine their approach to marketing.
Best quote from UnMarketing
No matter how many new ways exist today to deliver content, its the content itself that matters most.
—Scott Stratten and Alison Stratten
Who should read UnMarketing?
- Owners of service-based businesses
- Marketers looking for new ways to appeal to customers
- Students of marketing
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UnMarketing FAQs
What is the main message of UnMarketing?
The main message of UnMarketing is to focus on building relationships and providing value instead of traditional marketing tactics.
How long does it take to read UnMarketing?
The reading time for UnMarketing varies depending on the reader, but it typically takes several hours. The Blinkist summary can be read in just 15 minutes.
Is UnMarketing a good book? Is it worth reading?
UnMarketing is worth reading as it offers a refreshing perspective on marketing that emphasizes authenticity and relationship-building.
Who is the author of UnMarketing?
Scott Stratten and Alison Stratten are the authors of UnMarketing.
What to read after UnMarketing?
If you're wondering what to read next after UnMarketing, here are some recommendations we suggest:
- Smart Calling by Art Sobczak
- The First Minute by Chris Fenning
- Purple Cow by Seth Godin
- Follow Up and Close the Sale by Jeff Shore
- Emotional Intelligence by Daniel Goleman
- Bittersweet by Susan Cain
- The Challenger Sale by Matthew Dixon and Brent Adamson
- Good Energy by Casey Means
- A Brief History of Time by Stephen Hawking
- 13 Things Mentally Strong People Don't Do by Amy Morin