UnMarketing: Stop Marketing. Start Engaging

UnMarketing, Relationships, People, Interaction, Engagement, Social Selling

Relationships, People, Interaction, Engagement, Social Selling

The latest ‘trending’ word in business is ‘Social Selling’. As per Wikipedia, social selling is known to be ‘the process of developing relationships as part of the sales process’.1  Social selling is essentially the same thing as developing a relationship….but on social media platforms like LinkedIn and Twitter. UnMarketing is all about ‘social selling’ or building a relationship.

A friend recently lent me the book “UnMarketing” by Scott Stratten (Twitter: @unmarketing) which is all about engaging and building relationships on social media and in the real world. Social selling is important because it develops a strong relationship has trust between the members.

I had a great experience with social selling a few years ago. On my Twitter account (@L6SBC), I had a follower ask their network a few times for help on being connected with people with a certain skill set. Each time I saw these tweets, I would respond by tagging people within my network that could fulfil the request.  One day, I received a direct message from this person. She ask me if I could help her with a business plan. I said sure, I would love to help since I have done a 1,000 or so plans.

Upon our first meeting, I asked why she sent me a direct message about helping her with her business plan. She responded by saying that as a result of the great leads I have give her, she knew she could trust me. I built up a relationship of giving value to her rather than taking from her. I filled her trust bucket, therefore, she was willing to use it with me.  Relationship built online..taken offline equals success.

UnMarketing is great business book for anyone at any level. Wondering why? Well, here it is.

Social Media & Marketing

UnMarketing takes you back to basics to teach you the  ‘simple’things. Do you know why someone buys from you? Is there a gap between your marketing and target market? What is the difference between Twitter, Facebook, and LinkedIn anyways? The platforms are each different, therefore, the audiences are different.

Tool Kit

Different tools are introduced, from Hootsuite to HARO, to help build up your platform or community.  These tools can be used to help manage and grow your community on social media, and even extend into the traditional media world.

The Power of…

UnMarketing takes you into real world examples of  the power of social media. The cafeterias at Tufts University uses Twitter to help increase their level of customer service and gain relevant and timely feedback. Another example is given of a coffee shop and how not to interact with your paying customers.  Various other examples are given in regards to how relationships and trust can help make or break a current or future transaction. I am sure that you are aware, but customers engage with people that offer an experience.


When online, don’t take on another personality. Don’t be who you think your prospective customer pictures you to be. Be yourself. Be authentic and transparent. I consistently speak with someone on my personal Twitter account (@k_macd11) who is great to engage with. We had lunch and it was a world of difference. Due to the results of that lunch, I will admit, I never want to see that person in real life again…I am happy to keep them on Twitter.

Remember, at one time or another, you will want to meet that person in real life. If that is the case, you should be yourself right from the start.

Being yourself can be extended to how you interact with your community. I know a few people that are comfortable to cameras therefore they respond to tweets using video. It fits their personality and they are comfortable with who they are on camera.


Different channels for meeting new people and growing your business are also covered in UnMarketing. Have you ever thought about doing seminars? What about tele-seminars or trade shows? You have enough information to get start on each, as the time is right for you.

I highly recommend that every entrepreneur picks up UnMarketing, writes in it, and take notes. Relationships are the foundation of any business, whether you know it or not. As we become a more technology drive world, precious human relationships will become the point of differentiation for many businesses. Think of the brands that you enjoy the most. How do they treat you? How do they make you feel?

Have you read UnMarketing? What was your biggest takeaway? What are other business books that you would recommend?

Have a great week.


Kevin MacDonald is a Business Consultant at L6S Business Consulting Inc (www.L6SBC.ca). L6S offers services in management consulting, Controller and CFO contracting, and lean management with either project work or teaching/mentoring of staff. Kevin has his CMA accounting designation along with a Black Belt in Lean Six Sigma.

Kevin is active in the community by volunteering for the South Edmonton Business Association, the Fringe Festival, Goodwill Industries of Alberta and donates blood at the Canadian Blood Services.



  1. https://en.wikipedia.org/wiki/Social_selling

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