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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
    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 35: Transparency and Authent... - Pg. 135

    35 Transparency and Authenticity T HE TERMS TRANSPARENCY and authenticity have become quite the buzz terms lately. There are so many courses and workshops available out there that claim to teach you how to be your authentic self. The level of irony this speaks to is so high that I really don't know where to start with it. You do not need a consultant to teach you how to be yourself.