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To best explain the concept of Un-Marketing, take a look at the Hierarchy of buying:

The Hierarchy of Buying triangle is a very basic premise. Simply, the higher the trust level you have with your potential clients, the better relationship you have, the better chance that you have to get business. I surveyed over 1000 business owners all around the world and simply asked them one question, “When you are going to hire somebody to provide you with a service, who would you choose first?” It went anywhere from somebody who cold called you to being a current satisfied customer, a referral from a trusted source, a recognized expert in the field, and all up and down.

And, here’s the results.

The number one reason people would hire somebody is if they are already using them. To you as a serviced based business owner, this means - who you are providing your services to now. Your current client base is also a great base for new revenues in your business. As you see on the Hierarchy here, the higher you go up on the triangle, the less competition you have. The dark blue - representing your competition, the light blue - representing you. The question is, when you go to get a new customer, where do you start on this Hierarchy? Do you go through the search engines and place ads in newspapers or do you go higher up and try to be recognized as an expert in the field? Do you try to build on relationships? Or do you focus on the intrusive marketing techniques of pop-ups, ads and SPAM?

In Un-Marketing, I want you focusing on being a recognized expert in the field, building those relationships, so you can build those referrals and get current satisfied customers.

There are three stages to Un-Marketing your business:

Stage 1: Preparation - This stage involves the crucial step of both identifying your focus market (not a target market, but one that is manageable and attainable) and determining what their needs are. When this is firmly identified, we prepare your company for customers to come. This means a website that is fully "Pull & Stay" ready, meaning it enables you to "Pull" your potential customers information and allows you to "Stay" in front of them until they are ready to buy from you (in non-advertising methods). Hits to a website mean nothing, it's the number of your focus market that decide they want to hear from you and work with you down the road that counts.

Stage 2: Creation - This stage is where you create the information that positions you as "the one" to go to when your potential customers need arises for your product/service. This is done through a combination of article writing, product creation (which also creates multiple streams of income), newsletter creation, in-person seminar/teleseminar creation (if you're comfortable with that method). All of these methods work simultaneously to position you in front of your focus market, so they come to you.

Stage 3: Implementation - This is the stage where we use everything created in Stage 2 and get it out there! We identify where your focus market goes, what they read etc.. and get your articles in front of them, strategically align you with other businesses that can create referrals without you ever having to go after new customers (getting people to send them to you instead).

For bi-weekly marketing tips and techniques that you can implement right away to attract customers, sign-up for the Un-Marketing Newsletter!

Scott Stratten is the President of Un-Marketing, a firm that works with business owners to help them attract customers in, instead of going out to find them. He uses proven methods of successful marketing to increase awareness and sales both within a company's current customer base and new ones. He recently appeared in the Wall Street Journal, USA Today, Fast Company and his articles have been published all over the world in every format (Internet, Newsletter, Newspaper, Magazine).

He is also a Professor at the world-renowned Sheridan College, in their School of Business.

Scott is also the Director of Marketing for Ryze Toronto

"Consulting with Scott was the single best investment of time and money I made prior to launching 1HealthyWorld.com. Scott's insights and suggestions were the most valuable factor that led to my site's successful launch.

Just one of the many suggestions I received from him enabled me to capture over 1,000 opt-in email subscribers to my free weekly ezine within 5 days of its launch. His services are worth far, far more than I paid for them, and his willingness to go the extra mile is truly exceptional."

- Larry Trivieri, Jr, Founder & Publisher
www.1HealthyWorld.com and The Health Plus Letter

Dear Scott-

I've been working with you for 1 month now, and I'm astounded at what I have accomplished in that time, to help me develop my new business.

Your perspectives continue to help me expand my thinking of what is possible for myself, as well as helping me to go further than I ever would have gone on my own. All of this, as you know, is coming from someone who is already pretty successful!

I can't thank you enough for your work and support. At this rate, I don't think I'll ever let you go!

Best,
Lisa Micklin, Founder and CEO
webcocktail.com
ezezine.com
becomingu.net
geekovillage.com

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