Book Review: Unmarketing by Scott Stratten

Posted on: April 20th, 2012

Remember our 12 Essential PR Books post from December? Where we included books on the Stellar* reading list for 2012? One of those books was Unmarketing by Scott Stratten.  It’s a good book if you’re new to social media (not so great if you’re more advanced) and the author provides an up-beat and casual narrative throughout, while sharing lots of personal stories.

One paragraph in this book really stood out:

“You want to build a business and have people flock to you?  Position yourself.  Position yourself as the bringer of an emotion that your market wants to feel.  I don’t care what the emotion is, as long as it’s about your market.”

Stratten talks about this in the context of producing successful video content e.g. creating a video that evokes the emotion your target audience wants to feel, and he goes into a fair amount of detail around video content in general.  His comments made me think about one example of video content that I love: the Holstee Manifesto.

There’s a certain feeling that comes from riding a bike. For some it might be freedom and for others it might be invigoration.  The creators say the video is a celebration of gatherings, diversity, life, and the beauty of shared experience. Sometimes I watch this video when I need a bit of inspiration.  What emotion do you take from it?

Posted by Renee Creer

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