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Stop Marketing, Start Engaging: The New Rules of Building Authentic Customer Relationship

In UnMarketing, Scott Stratten turns traditional marketing wisdom on its head by championing a simple but powerful idea: stop interrupting your audience and start engaging with them authentically. In an era saturated with ads, spam, and sales pitches, Stratten argues that customers crave real connections not gimmicks.

Drawing on his extensive experience as a social media and branding expert, Stratten highlights how businesses can build lasting relationships by focusing on honesty, transparency, and meaningful interaction. The book is less about flashy campaigns and more about humanizing your brand and delivering value that resonates.

UnMarketing is a wake-up call for marketers, entrepreneurs, and business leaders to rethink their approach—moving away from interruption-driven tactics toward genuine engagement that creates loyal customers and advocates.

Top 10 Lessons from UnMarketing

1. Marketing Is Not About Selling It’s About Building Relationships

True marketing success comes from engaging customers in meaningful conversations, not pushing products.

People buy from people they trust and like.

2. Authenticity Beats Perfection

Customers respond to honesty, even if your brand isn’t flawless. Trying to appear perfect often backfires.

Authenticity builds trust faster than polished marketing.

3. Stop Interrupting, Start Listening

The loudest brands aren’t always the most effective. Listening to your audience and responding genuinely is more powerful than broadcasting messages.

Engagement begins with listening more than talking.

4. Social Media Is About Being Social Not Selling

Use social platforms to have real conversations, not just to blast promotions. Social media success lies in creating community, not followers.

Build relationships before you build your list.

5. Respond Quickly and Personally

Speedy, personalized responses to customer questions and complaints turn unhappy clients into loyal advocates.

Customer service is the new marketing.

6. Content Marketing Should Educate, Not Advertise

Create content that solves problems, answers questions, and adds value rather than just pushing your product.

Help first, sell second.

7. Don’t Fear Negative Feedback Embrace It

Negative reviews and criticism are opportunities to demonstrate transparency and improve your business.

How you handle criticism defines your brand reputation.

8. People Trust Recommendations Over Ads

Word-of-mouth and peer recommendations remain the most credible marketing tools.

Invest in customer experience it pays in advocacy.

9. Marketing Is Everyone’s Job

In today’s connected world, everyone in your organization influences your brand image. Marketing isn’t confined to one department.

Empower your team to be authentic brand ambassadors.

10. Forget About ‘Best Practices’ Be Remarkable

Stratten encourages businesses to break the mold and focus on what makes them unique rather than blindly following trends.

Being remarkable is the best way to get noticed and remembered.

Final Thought

UnMarketing is a refreshing, no-nonsense guide for anyone looking to break free from outdated marketing tactics and build authentic customer relationships that last. Scott Stratten’s emphasis on engagement over interruption offers a clear, actionable blueprint for brands seeking real connection in a noisy digital world.

For marketers and business leaders ready to humanize their approach and cultivate loyal communities, this book is a must-read.