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Active vs. Passive
Scott Stratten & Alison Kramer have written a marketing #mustread. I listened to Unselling driving to Columbus to go to my monthly appointment at the James Cancer Center and that seemed appropriate in retrospect.
Unselling: The New Customer Experience
Scott Stratten & Alison Kramer
Appropriate because my favorite section of the book is the intelligent discussion of passive (pull) vs active (push) sales and marketing. Stratten and Kramer argue the active era is dead and gone. The key to this next era is creating such magical content seeks carry on wind provided by advocates, fans and members.
Appropriate because dropping the Kabuki theater of one's life is one of cancer's big lessons. Life is too short for BS. Marketing is too valuable for BS, so begin to ween yourself off of it Unselling explains.
WOW, perfect tie to team http://www.Curagami.com's pursuit of the ever elusive tool to make creation of online community easy for merchants. We agree with Scott's rant against automated social media.
We also agree with his stance on the ruination of social media by brand PUSH ( see another Scoop I just shared about Buzzfeed pushing brands beyond the web i.e. the ruination of social (http://sco.lt/5qettp ).
If the ONLY section you read, believe and act on is Unselling's discussion of the value of magical content as the key to market making going forward and the necessary letting go of PUSH you will be ahead of the pack when the "push is dead man walking" ax falls.
Great and highly recommend marketing & sales read.
