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    UnMarketing: Stop Marketing. Start Engaging, Revised and Updated
    Copyright
    Dedication
    Contents
    Introduction
    Chapter 1: Hierarchy of Buying
    Chapter 2: A Word on Experts
    Chapter 3: Trust Gap
    Chapter 4: Restaurant That Didn't Get It
    Chapter 5: Cold Calling
    Chapter 6: Aiming Your Company at the Bottom of the Barrel
    Chapter 7: Pull and Stay
    Chapter 8: Reasons Why Companies Don't Use Social Media
    Chapter 9: Social Media (Social Currency as Well)
    Chapter 10: Twitter versus Facebook versus LinkedIn versus Google+
    Chapter 11: Social Media Platforming
    Chapter 12: HARO--Platforming Example
    Chapter 13: The Game Has Changed: Immediacy and Relevancy
    Chapter 14: Publicized Customer Service
    Chapter 15: Don't Bank on the Bold
    Chapter 16: Seven Deadly Social Media Sins
    Chapter 17: How Twitter Changed My Business
    Chapter 18: Tassimo
    Chapter 19: Local Twitter
    Chapter 20: Domino's--Word of Mouth: Mouths Are Moving . . .
    Chapter 21: Naked Pizza
    Chapter 22: Don't Feed the Trolls
    Chapter 23: Tweetathon
    Chapter 24: Your Website--Old School versus New School
    Brochure versus Hub
    Pitch versus Authenticity Newsletters
    Static versus Dynamic
    Our Site versus Your Site
    I'm Great versus You're Great
    A Jungle versus a Map
    High versus Low Barrier to Engagement
    Chapter 25: Captchas
    Chapter 26: Experience Gap
    Chapter 27: Raising and Keeping the Bar High--Cirque
    Chapter 28: Stirring Coffee
    Chapter 29: Experience Gap for Small Biz
    Chapter 30: Using Stop Start Continue
    Chapter 31: Zappos
    Chapter 32: Rockport
    Chapter 33: FreshBooks
    Chapter 34: Why You Can't Learn From Millionaires
    Chapter 35: Transparency and Authenticity
    Chapter 36: My Transparency on Twitter
    Chapter 37: Your Transparency on Twitter
    Chapter 38: Affiliates
    Chapter 39: Testimonials
    Chapter 40: Best Sellers
    Chapter 41: Why Being a Work-at-Home Mom Is Bad for Business
    Chapter 42: Hello? Walmart?
    Chapter 43: Idea Creation
    Chapter 44: Idea Delivery
    Chapter 45: Doing In-Person Seminars
    Chapter 46: Tele-Seminars
    Chapter 47: Tele-Summits
    Chapter 48: How and Why I Created a Summit Ebook Instead
    Chapter 49: Viral Marketing
    Chapter 50: Undercover UnMarketing
    Chapter 51: Putting It Into Practice
    Chapter 52: Lush
    Chapter 53: Trade Shows
    Chapter 54: Social Media at Trade Shows
    Chapter 55: UnNetworking: Why Networking Events Are Evil
    Chapter 56: The Awesomeness of Being a 2.0 Author
    Chapter 57: The UnTour
    Chapter 58: The UnEnd
    Acknowledgments
    Index
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    UnMarketing: Stop Marketing. Start Engag... > Chapter 24: Your Website--Old School... - Pg. 88

    24 Your Website--Old School versus New School T HE HUB OF most businesses--the website--is the most poorly done thing of them all. After reviewing countless sites, most were guilty of the same old-school mistakes.