Reasons Why Businesses Must Be Built On Relationships

People do business with people they know, like and trust. Today’s consumer is hungry for transparency and authentic engagement.

Businesses today are being built on connection and conversation, and in order to thrive, you’ve got to jump in with both feet.  

In his excellent book, UnMarketing, author Scott Stratten redefines marketing as all points of engagement, not just a single activity. Traditional marketing methods are leading to diminishing returns and disaffected customers.

Scott writes, “Marketing happens every time you engage (or not) with your past, present and potential customers. If you believe business is built on relationships, make building them your business.”

In a friendly, self-deprecating manner, served up with more than a hint of sarcasm and an abundance of wit, UnMarketing reads like a candid conversation with your brother’s cool, if not slightly quirky, best friend.

In 56 easy-to-digest chapters, Scott shares observations, case studies, advice and anecdotes on social media, viral marketing and customer experience. He is particularly adept at sharing his own personal social media experiences – and even mistakes – and building a solid case for its relevancy and importance.

In addition to giving us a peek into the successful (and not so much) engagement strategies of companies such as Zappo’s, Walmart, Rockport, Lush and Tim Hortons, UnMarketing offers up a plethora of tips on Twitter (Scott’s kingdom), why people buy, going viral, content creation and many more engagement resources.

In the introduction, Scott writes, “You need to read this book if you’ve had enough of the old-school ways of marketing and want to believe there is a better way. You are the person who wants to believe that if you are your authentic self, you have no competition.”

I couldn’t have said it better myself.

If you understand that YOU, and the relationships you create are at the heart of your business, then you’ll want to read this book. 

If you’re ready to be the exception, rather than the rule, pick up a copy of UnMarketing today.

© Liz Dennery Sanders 2011