UnMarketing

UnMarketing Plot Summary

Introduction

"Good afternoon!" Those three simple words changed everything. While visiting the Wynn in Las Vegas, Scott and Alison Stratten encountered Wes, a man cleaning carpets in the hotel lobby. Unlike the countless staff they'd passed in Vegas who barely made eye contact, Wes stopped what he was doing, looked them in the eye, and welcomed them with genuine warmth. In that moment, a $2.7 billion establishment's entire brand perception shifted because of one authentic human connection. This encounter perfectly encapsulates what modern marketing truly means. It isn't about advertisements, cold calls, or manipulative sales tactics. Real marketing happens every time you engage—or fail to engage—with your past, present, and potential customers. In a world where consumers are bombarded with thousands of messages daily, authentic relationships have become the most valuable currency. When businesses focus on building these connections rather than interrupting people's lives with unwanted promotions, they create loyal fans who spread the word far more effectively than any advertisement ever could. The principles shared in these pages will help you stop "marketing" in the traditional sense and start engaging with your market in ways that build lasting trust and genuine loyalty.

Chapter 1: Everything Has Changed and Nothing Is Different: The New Marketing Landscape

Dear readers, the marketing world has witnessed remarkable transformations since 2009. Back then, social media conversations revolved around Facebook, Twitter, and LinkedIn. People called into tele-seminars, checked in on Foursquare, and marketers seemed obsessed with getting every business on social media. QR codes appeared on stock boxes and inside toilet tanks rather than on websites, and writing 40,000 words without mentioning "apps" was entirely possible. Oreo hadn't yet "dunked in the dark" during the Super Bowl, and no one had dumped an ice bucket on their head for charity. Our mothers weren't on Facebook, and our kids weren't on Snapchat. Yet amid this digital revolution, certain fundamental truths have remained steadfast. Great content still delivers tremendous value, and stealing someone else's work remains both illegal and unethical. People continue to share things that move them emotionally. Honest reviews from people we know still carry more weight than any advertisement. Our favorite videos remain those we can't help but share, like a woman whose infectious Star Wars-inspired laugh captivates millions. We still watch TV shows, read books, and listen to songs regardless of where we purchased them. The generational gap persists as we struggle to understand those older and younger than us, regardless of what labels we apply. And our fascination with whatever is new—in social media or at the Apple Store—continues unabated. This paradox of simultaneous change and constancy defines our current marketing landscape. There will never be a shortage of tools and platforms for your business, which is why focusing on timeless principles matters more than chasing the latest trend. The core idea remains unchanged: create great products and services because without that foundation, no amount of marketing—traditional or digital—will ever save you. Your business success depends not on following marketing fads but on building authentic relationships with your audience through every interaction.

Chapter 2: Connecting Authentically: Breaking the Trust Gap

Lisa walked into the small framing shop, excited to have her grandmother's heirloom needlework professionally preserved. The store owner glanced up from behind the counter, barely acknowledging her presence before returning to paperwork. When Lisa finally approached with questions about framing options, the owner sighed visibly before curtly explaining that without bringing in the actual piece, he couldn't provide much information. He handed her a business card and suggested she return when she had the needlework with her. Lisa left feeling dismissed and unimportant—a potential relationship severed before it began. Just two blocks away, another framing shop owner named Michael had a completely different approach. When customers entered without their artwork, Michael would show them typical framing setups and discuss preservation options while explaining that a more precise quote would require seeing the actual piece. He'd ask questions about the artwork's significance, building genuine connections. Michael created a "VIP list" for exclusive artist showings and maintained separate email newsletters for bargain hunters and art enthusiasts. Within a month, his personalized approach added hundreds of engaged contacts to his customer lists. The difference between these two shop owners illustrates what the authors call the "trust gap"—the amount of trust that must be earned before potential customers will consider buying from you. For many businesses, especially service-based ones, this gap can be enormous. The first shop owner made no effort to bridge this divide, while Michael systematically built trust through meaningful engagement. This is the essence of "pull-and-stay" marketing rather than "push-and-pray." Instead of sending customers away, Michael pulled their information and stayed in front of them with valuable content tailored to their specific interests. Breaking the trust gap requires understanding that trust isn't built through discounts or free consultations alone, but through consistent, authentic relationship-building. When customers feel valued and understood, they'll cross even the widest trust gaps to do business with you. As social creatures, we naturally gravitate toward those who demonstrate genuine care for our needs before asking for the sale.

Chapter 3: Social Media as Conversation: Creating Meaningful Engagement

"Am I the only one to find @UnMarketing an annoying, blabber mouthed, self-prophetic ass?" Scott received this message on Twitter, illustrating a common reality of social media—not everyone will like you, and some will be vocal about it. How you respond to such messages speaks volumes about your character and brand. Scott's response? He didn't engage. He understood a fundamental principle of social media: don't feed the trolls. This wisdom came from Scott's early internet days in IRC chat rooms, where trolls would inevitably appear with inflammatory comments. A friend sent him a private message with four simple letters: DFTT—Don't Feed The Trolls. Engaging with provocateurs only amplifies their message and wastes your emotional currency. As Scott explains, trolls feel horrible about their lives and are hungry for attention. When you reply to their bait, you not only give them satisfaction but also broadcast their message to your followers, exponentially feeding the troll. The story illustrates a critical understanding of social media as conversation rather than broadcast. Many businesses still use social platforms as glorified megaphones—Twitter accounts that only send advertisements, Facebook pages with no interaction, LinkedIn groups filled with promotional posts. This misses the fundamental power of social media: authentic engagement. When Scott started on Twitter, he tweeted constantly, focusing on quality, retweetable content while maintaining his authentic self. He used a recognizable face picture rather than a logo and avoided automation that would make him appear inauthentic. The real power of social media lies in its conversational nature. When McDonald's introduces a new coffee line, they're not just broadcasting an announcement—they're inviting dialogue. When Zappos responds to customer tweets within minutes, they're not just handling complaints—they're publicly demonstrating their commitment to service. These companies understand that social media isn't media at all—it's a conversation with real people who expect authenticity. Meaningful engagement requires investing your "social currency" before attempting to withdraw. Just as you wouldn't open a bank account and immediately try to withdraw funds, you shouldn't join social platforms and immediately start selling. Build relationships first by providing value, engaging sincerely, and being consistently present. Then, when you occasionally promote something, your audience will be receptive because they know you care about them as people, not just potential sales.

Chapter 4: The Power of Stories: Case Studies in Customer Experience

Cirque du Soleil's "Ka" show at the MGM Grand in Las Vegas offers more than just an incredible performance—it delivers an immersive experience from the moment guests arrive. Scott experienced this firsthand when he attended the show. Everyone from the ticket scanner to the bartender remained completely in character, creating a seamless world of wonder. The usher who led Scott to his seat did so with such enthusiasm and personality that it set the perfect tone for the evening. Most remarkable was that Cirque du Soleil didn't need these extra touches—the show itself was spectacular—yet they understood that every interaction shapes the overall experience. After tweeting about his enjoyment of the show, Scott received a reply from Cirque du Soleil's official Twitter account within an hour. The representative expressed genuine pride in the production and appreciation for Scott's kind words. This interaction so impressed Scott that he's now seen "Ka" four times, paying full price three times just to show friends and clients what excellence looks like. He's even tested the company's consistency by attending a traveling Cirque show in Toronto with his mother, finding the same extraordinary level of service. Contrast this with Scott's experience at Tim Hortons, a beloved Canadian coffee chain where he had been a loyal customer for 20 years. Small disappointments gradually accumulated—servers who wouldn't stir his coffee properly, inconsistent preparation, delays in accepting debit card payments, and frustrating cup lids. None of these issues alone would drive away a loyal customer, but together they created what the authors call an "experience gap." When this gap grows large enough, competitors can slip through. McDonald's captured Scott's business by addressing these exact pain points with double-walled cups, easy-open lids, card payments, and exceptional service from employees like David, who made getting morning coffee a pleasure rather than a transaction. These stories demonstrate that customer experience isn't defined by your best moments but by your worst ones. Your service is only as good as the weakest link in your customer's journey. Companies that understand this—like Zappos with its legendary customer service or Lush with its enthusiastic store associates—create consistent experiences that turn customers into advocates. They recognize that every interaction, from the smallest tweet to the grandest performance, forms part of their marketing. By maintaining excellence across all touchpoints and quickly addressing gaps when they appear, these businesses build unshakeable loyalty in an increasingly competitive marketplace.

Chapter 5: Building a Platform: Creating Your Brand's Digital Presence

When Scott Stratten first ventured into viral marketing, he created what became known as "The Time Movie"—a simple yet emotionally powerful slideshow conveying the message that life is short and we should spend our time wisely. After launching it in October 2004, Scott expected immediate success, but nothing happened. No one visited the site. It was a stark reminder that simply creating content isn't enough—you need a strategy to build your platform. Eventually, The Time Movie gained traction and has now been viewed over 4 million times. It generated more than a quarter million newsletter subscribers, over 1,000 speaker kit requests, and more than $100,000 in product revenue. But Scott's success came with painful lessons. His personal hosting account couldn't handle the traffic, resulting in a shocking $1,400 bandwidth bill. His newsletter subscription system wasn't scalable, forcing him to delete 140,000 email addresses. When he finally implemented a proper system, he broke the script and lost another 50,000 subscribers. "Not being prepared for success in business and in viral marketing is worse than never having success at all," Scott reflects. These hard-earned lessons apply to any digital platform. Whether you're building a website, blog, podcast, or social media presence, you need to start small but plan for growth. Scott advocates a three-stage approach to platform building: traction, momentum, and expansion. During the traction phase, consistency matters more than volume. Distribute your efforts throughout the week rather than in one large chunk. Find people to follow, learn from them, and engage genuinely. During the momentum phase, focus on enhancing relationships rather than just acquiring new ones. Use tools like TweetDeck or Hootsuite to manage your growing activity efficiently. Finally, in the expansion phase, extend your platform to different formats or channels, always ensuring you can maintain quality engagement. Your digital platform should be a hub, not just a brochure. Too many websites focus solely on selling without providing value. Scott encountered a framing store owner frustrated that visitors would say they were "just looking" before leaving. By creating different email newsletters for specific interests—a VIP list for exclusive art showings, sale notifications for bargain hunters, and educational content for those curious about art in general—the owner transformed browsers into an engaged audience. At his next artist showing event, the gallery was packed, resulting in $60,000 in art sales. The most effective platforms make engagement easy. Reduce barriers by simplifying subscription forms, providing clear navigation, and creating compelling reasons for visitors to connect. Remember that your platform isn't about you—it's about serving your audience with valuable content that addresses their needs, interests, and emotions.

Chapter 6: Transparency and Ethics: The Foundation of Lasting Relationships

In 2017, Bell Mobility, the cellular division of Bell Canada, released a new version of their mobile app. What caught Scott's attention wasn't the app itself, but its suspiciously glowing reviews. The previous version had averaged just two stars from 2,674 users, but this "new" app (released under "Bell Canada" rather than "Bell Mobility Inc.") boasted a 4.5-star average from 89 reviewers within days of launch. Reading through the reviews, Scott noticed unusual enthusiasm for mundane features. "Awesome! Finally I can easily manage my bills in the app!" wrote one reviewer. Another praised "the clean design" and mentioned being excited about "future releases." Suspicious, Scott conducted a simple LinkedIn search and discovered that nearly all the positive reviewers were Bell Canada employees—ranging from IT executives to marketing managers—none of whom had disclosed their employment status in their reviews. This practice, known as "astroturfing" (creating fake grassroots support), violated not just ethical standards but also the terms of service of review sites. Scott posted this story on the UnMarketing blog, where it gained traction with Canadian media. Eventually, the Canadian Competition Bureau fined Bell Canada $1.25 million for encouraging employees to leave undisclosed reviews of their app. The company also had to sponsor workshops on trust in the digital economy and the integrity of online reviews. Similar ethical issues arise throughout digital marketing. Many businesses hire influencers to promote products without proper disclosure, purchase fake testimonials from services like Fiverr, or misrepresent their popularity with terms like "best-selling." Scott and Alison demonstrated this by purchasing glowing video testimonials for their book "UnSelling" before it was even released—all for just $5 each through Fiverr. The result was over a dozen enthusiastic reviews from people who had never read the book. Transparency means being honest about who you are and the relationships behind your marketing. This extends to affiliate marketing (disclosing when you'll earn commissions from recommendations), testimonials (ensuring they're from actual customers), and social media (avoiding automation that pretends to be personal engagement). When Scott discovered that one of his colleagues was automatically following back everyone who followed him on Twitter and then sending them automated direct messages, he pointed out that this automation was deceiving people who thought they were receiving personal attention. True transparency builds trust that lasts. Companies like FreshBooks demonstrate this by treating customers with authentic care, even sending flowers to a customer who tweeted about being stood up on a date. When you're transparent about both your successes and mistakes, you create deeper connections with your audience. As Scott discovered when Bell Canada received its fine, integrity isn't a renewable resource—once lost, it's extremely difficult to recover.

Chapter 7: Putting It Into Practice: Real-World Implementation Strategies

After speaking at a framing gallery conference, Scott was approached by a small gallery owner in Toronto who was frustrated with their business results. "People come into the gallery and most of them say they're just looking when I ask if I can help them! Now I have to stand around while they browse and they end up leaving. Or they come into the gallery looking for bargains instead of wanting to buy the high-priced original pieces! What can we do to change that?" Scott first suggested they change their mindset. Instead of viewing browsers as interruptions, they needed to see them as potential customers expressing interest. He also pointed out the LARGE NEON SIGNS in the window advertising "50% OFF!!!" that were attracting bargain hunters rather than art enthusiasts. Together, they categorized the different types of visitors and created specific strategies for each group. For people who appreciated specific artists, they created a VIP list for private showings and parties. "He's an exclusive artist with us. We occasionally do private showings and parties with him for our VIP list. Would you like to add your name to the list?" Within the first week, they signed up 50 people who hadn't previously been customers. For bargain hunters, they created a sale-focused email newsletter. For those curious about art in general, they offered an article about art collecting and care, along with a monthly newsletter. These simple pull-and-stay techniques added hundreds of engaged contacts to their lists. Initially, the gallery owner resisted these ideas. She didn't want to write multiple newsletters and had tried wine-and-cheese parties before without success. Scott convinced her that using her downtime to position herself as an art expert rather than just a retailer was a worthwhile investment. For the exclusive artist showing, she sent formal invitations by mail, followed up with personal phone calls, and created a sense of exclusivity by limiting attendance to 50 people. The result? A packed gallery and $60,000 in art sales from people who had initially been "just looking." Another implementation success came from Petrus Engelbrecht, a real estate agent who wanted to stand out. After hearing Scott speak, Petrus listened to the UnPodcast and learned about Scott and Alison's love for Ronald's Donuts in Las Vegas. Though Scott and Alison weren't in the market for a new house, Petrus arranged to have a dozen donuts flown in from Vegas and left them on their doorstep with a simple note. Months later, when they decided to move, there was only one agent they wanted to call—the one who had made a genuine, thoughtful connection rather than just sending advertisements. These stories demonstrate that implementing relationship-based marketing doesn't require massive budgets or complicated technology. It requires understanding your audience, creating multiple touchpoints for engagement, and focusing on providing value before asking for the sale. By treating every interaction as an opportunity to deepen relationships rather than just complete transactions, these businesses transformed browsers into buyers and strangers into loyal customers who eagerly spread the word.

Summary

The essence of effective marketing isn't found in clever advertisements or sales tactics but in genuine human connections. Throughout these pages, we've seen how businesses large and small—from Wes at the Wynn Hotel to Michael at the framing shop, from Cirque du Soleil to FreshBooks—have built remarkable success by prioritizing authentic engagement over traditional marketing. The most powerful examples share a common thread: treating customers as valued individuals rather than metrics or transactions. This relationship-based approach works because it aligns with how humans naturally interact. We gravitate toward those who demonstrate genuine care before asking for anything in return. We share stories that move us emotionally. We trust recommendations from people we know far more than anonymous claims. When businesses recognize and honor these fundamental human tendencies, marketing transforms from an expense to an investment in lasting connections. The result isn't just increased sales but the creation of loyal advocates who enthusiastically spread the word about your business. As Scott Stratten emphasizes: "If you believe business is built on relationships, make building them your business." This simple yet profound shift in perspective represents the future of marketing—a future where authenticity, transparency, and genuine value creation replace interruption, manipulation, and self-promotion. By implementing these principles in your own business, you'll not only achieve greater success but also experience the profound satisfaction that comes from building a business that truly matters to the people you serve.

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Scott Stratten

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