If you are reading this, you already have a good chance of being an unmarketer. The basic concept of this book is to be social, personal and use word of mouth in your marketing plans rather than SEO (which is mainly directed to machines, not people).

So, if you are reading this, you already know what it is to be human, to read rather than scan for keywords and to choose content over flash. You know how to be engaging. But, you could use some extra ideas to apply those skills to your business, web site, blog and/ or social media online.

You can't fake passion.

Introduce yourself to people when they visit your site. Think about your own visits to other sites, what worked and what did not. Does a site work better when you know the site owner, or at least see a photo of them?

Chances are you are not selling a marketing scheme but visitors to your site may not be seeing that. What first impression are you making on Twitter, Facebook and your blog? Are you engaging new and existing readers, followers and friends? Do you give them something to come back for? Could you be offering something to bring them back? Do you ask them for anything, even something small like a comment on your blog?

You can't have presence without being present.

Scott Stratten is writing about better customer service, being an unmarketer rather than a faceless marketer who focuses on sales but not on the people holding the wallets. He gives perspective and ideas which encourage everyone to think like a human being rather than a marketing machine. Each chapter of the book deals with different forms of media and marketing ideas.

You can't automate authenticity.

I bought the book because I'm fed up with the rabid machine marketing which is pretty out of control online. But, the book is not meant to be for online/ web marketers only. Anyone with a business will benefit from the ideas and advice in this book.

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