Cover -- TItle Page -- Copyright -- Contents -- Chapter 1 UnSelling -- Chapter 2 Joshie Is Branding -- Chapter 3 Funnel Vision -- Chapter 4 Remedies for Funnel Vision -- Chapter 5 Pulse -- Chapter 6 Air Canada versus WestJet -- Chapter 7 External Pulse Factors and Trends -- Chapter 8 Our Return Policy Is for You Not to Return -- Chapter 9 Taking the Customer Pulse -- Internal Customer Factors and AIM -- Chapter 10 Are You in the Customer Tolerating Business? -- Chapter 11 Internal Factors and AIM -- Aspiration -- Information -- Motivation -- Chapter 12 Aspiring to Be a Jedi -- Chapter 13 Information -- Chapter 14 Motivation -- Chapter 15 Why Boston Will Have Fewer Check-Ins -- Chapter 16 Brand Flatline: It's Not Me -- It's You. -- Chapter 17 Avoid the Brand Attack -- Chapter 18 The Three Types of Pulse We Need to Pay Attention To -- Chapter 19 The Game of Loyalty -- Chapter 20 What Really Matters in Branding -- Chapter 21 The Pulse of an UnAwesome Industry -- Chapter 22 Flying the Kite of Community -- Chapter 23 Taking My Pulse -- Chapter 24 Big Ass Chapter -- Chapter 25 Direct versus Moral Offense -- Chapter 26 Offensive Real Estate -- Chapter 27 The Moral Offense -- Chapter 28 The Politics of Engagement -- Chapter 29 Insubordinate Customers -- Chapter 30 Outrage Outreach -- Chapter 31 The Impenetrable Brand -- Chapter 32 Pivot -- Chapter 33 Hiring at Rock Bottom -- Chapter 34 From the Walkman to the iPod -- Chapter 35 Why I Didn't Invent Spanx -- Chapter 36 What Happens When You Pivot and No One Notices? -- Chapter 37 Netflix versus Blockbuster -- Chapter 38 The Secret World of Book Publishing -- Chapter 39 Crowdfunding -- Chapter 40 Customer Reviews: The Good, the Bad, and the Future -- The Good -- The Bad -- The Future -- Chapter 41 Beware of Mountain Climbers Who Sell Equipment -- Chapter 42 Social Media by the Dozen.

Chapter 43 What Really Matters in Social -- Chapter 44 Who Polices the Police Presentations? -- Chapter 45 How Not to Apologize -- Step 1: Social Media Fark Up -- Step 2: Initial Half-Ass Apology -- Step 3: The "Oh Crap, This Is Really Taking Off" Apology -- Step 4: SHUT IT DOWN!!!! SHUT IT DOWN!!!! -- Step 5: Blame Hackers/Virus/Research -- Step 6: Become Known from Here on out as Pulling a Miller -- Chapter 46 Lack of Tartar Sauce Tact -- Chapter 47 Your Community Is an Allen Key -- Chapter 48 Return the Brand High Five -- Chapter 49 Stopping the Share -- Flattening Out Word of Mouth -- The Choice Not to Share -- The Sharing Group Hula-Hoop -- Mobile -- The Bribe -- No Photos, Please -- Pin the Tail on the Brand -- Chapter 50 The Value of a Read: AKA Sensational Headlines Are Evil -- Chapter 51 Avoid the Cleanse: How to Keep Your Subscribers -- Recognized, Relevance, Relationship -- The Best Way to Get Your E-Mail Opened Is to Write Content Worthy of Being Opened -- Chapter 52 Should You Trade in Trade Shows? -- Chapter 53 What Really Matters in Speaking -- Chapter 54 What Really Matters in Podcasting -- Chapter 55 What Really Matters in Blogging -- 1. No Return on Investment (ROI) -- 2. Industry Regulations -- 3. No Time -- 4. Business-to-Business (B2B) -- 5. I Don't Have Anything to Say -- 6. I'm Scared of Negative Comments and Reactions -- Chapter 56 Company-Created Community -- Chapter 57 Up the Customer Creek -- Chapter 58 Passive versus Active Exposure -- Chapter 59 The Inner Social Circle -- Chapter 60 Social Media Success Is None of Your Brand's Business -- Chapter 61 Conclusion -- Index -- EULA.

UnSelling is about everything but the sell. We put all of our focus on the individual purchase transaction, while putting the rest of our business actions second. We've become blind to customer service, support, branding, experiences and even product quality. Sixty percent of a purchasing decision is made before a customer even contacts you. We have funnel vision, and it needs to stop. Unselling is about the big picture: creating repeat customers, not one-time buyers. Create loyal clients that refer others, not faceless numbers. Becoming the go-to company for something, before they even need you. You don't need social media, but you can be connecting with your clients socially. Your video doesn't have to be viral in front of a million people, just contagious in front of your specific market. Content, connection, engagement. It's time to separate from the pack of noise. It's time to UnSell.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2018. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.