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Unmarketing by Scott Stratton

Unmarketing by Scott Stratton is an intriguing book that gives people a different look at how to market their businesses. I've known about Scott for a long time, having first encountered him on Ryze many years ago. He has always had a unique perspective for how businesses should think about marketing themselves that goes against the grain. He has had some great successes and in this particular book he tells stories of both successes and near misses.

I was especially intrigued by one story he tells where his idea for a new restaurant in his area was to have one night where they invited many guests within the area to come for a free meal. The people for the restaurant thought that was a horrible idea because in their minds they would be losing a lot of money. They decided to go a different way and unfortunately the restaurant didn't survive, although Stratton says he doesn't know if it's because they didn't give his idea a shot or not.

The reason it's intriguing is because on TV these days there are other shows where one sees other consultants offering this same type of marketing advice and both restaurants and stores find themselves getting ahead of their competitors because they're able to use that particular day to iron out any kinks as well as to build up positive equity with those consumers who enjoyed what they had to offer. Stratton was recommending this way before others picked up on the idea; that's fairly impressive.

Stratton has also found himself talking a lot about social media and has an intriguing ideas on how people are missing the boat. For him it's not about numbers as much as it is about engagement. While he is one of those people whose really engages on something like Twitter, he recognizes that there has to be a balance between being social and being about business. In other words, it's all about engaging, not selling. That's something that can help all businesses whether they're online or offline.

Unmarketing is a fairly easy book to read, and the concepts make a lot of sense. I would highly recommend people check this book out if for no other reason than it's pretty entertaining.

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