It's Not Who You Know, It's Who Knows You!: The Small Business Guide to Raising Your Profits by Raising Your Profile

Overview

The perfect marketing and PR guide for America's 30 million small businesses!

"Sensible, practical advice on the only way to build a brand in today's over-communicated society. Companies live or die with PR, so get a head start in the game by first reading David Avrin's well-written book."
Al Ries, coauthor of War in the Boardroom, The 22 Immutable Laws of Branding, and Positioning: The Battle for Your Mind

"David Avrin has written a great guide to the only kind of marketing ...

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Overview

The perfect marketing and PR guide for America's 30 million small businesses!

"Sensible, practical advice on the only way to build a brand in today's over-communicated society. Companies live or die with PR, so get a head start in the game by first reading David Avrin's well-written book."
Al Ries, coauthor of War in the Boardroom, The 22 Immutable Laws of Branding, and Positioning: The Battle for Your Mind

"David Avrin has written a great guide to the only kind of marketing that works—doing what we say we'll do, delivering on the promise, and truly meeting the needs of others. This is a book full of useful advice, delivered with integrity."
Keith Ferrazzi, author of Who's Got Your Back and Never Eat Alone

"This book could make a big difference in the way you build your business. David Avrin's ideas will breathe new life into your brand and set you apart from the rest. Get out there and be noticed! Read this book!"
Ken Blanchard, coauthor of The One Minute Manager and author of Leading at a Higher Level

"David Avrin's easy-to-read book is full of great ideas and sage advice on creating picture-perfect moments that will raise your company's profile. Every company has the potential to be as memorable as this modern guide to business success!"
Jeffrey Hayzlett, Chief Marketing Officer, Eastman Kodak Company

"David Avrin knows about visibility. This book is filled with common sense and effective strategies for being seen, getting known, and standing out. Read this book with a pen in hand. Take notes, create a plan, and apply the knowledge—but only if you really want to be successful!"
Shep Hyken, author of Moments of Magic, The Loyal Customer, and The Cult of the Customer

"David Avrin's book heads you into the land of differentiation, which happens to be the key to success or failure of companies, products, and even people."
Jack Trout, author of In Search of the Obvious and coauthor of Differentiate or Die and Positioning: The Battle for Your Mind

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Product Details

  • ISBN-13: 9780470483244
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 11/23/2009
  • Edition number: 1
  • Pages: 216
  • Product dimensions: 6.10 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

David Avrin has spent more than two decades at the forefront of modern marketing, public relations, and strategic branding. An in-demand speaker and consultant known internationally as "The Visibility Coach," his creative, eye-opening promotional strategies have helped thousands of professionals and entrepreneurs refine their messages, build their brands, and promote the unique aspects of their businesses. For more information, visit www.visibilitycoach.com.
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Table of Contents

Foreword by Joe Calloway.

Acknowledgments.

Introduction (Don’t Skip This!)

The Path to Visibility: Part 1 – Your Brand.

SECTION 1 Your Brand.

Your Brand Is . . . Everything.

How Do You Arrive?

An Inch Wide and a Mile Deep.

The Four Most Dangerous Words in Business.

Schtick Out!

Who Do the Voodoo?

What’s in a Name?

Tag—You’re It!

No, Wait. Come Back!

Your Personality Is Your Brand.

This Is What We Do!

The Most Important Person in the Room.

Get Over Yourself.

Your Name Sucks.

Forever . . . and Ever.

Guard Your Good Name.

Connecting Flights.

Turn That $#+!* Down!

Jump On It.

Who "Nose" You?

Zoned-Out.

You Clean Up Real Nice (Dress for Success: Part Two).

Bring in the Closer.

The Path to Visibility: Part 2 – Creating Awareness.

SECTION 2 Creating Awareness.

The Fine Line.

Ligers Among Us.

Are You Newsworthy?

Be Found.

Your Expertise Is Boring.

Reach Out and Re-Touch Someone.

Don’t Be a Twit.

Fame by Association.

Good TV.

Care for a Sample?

Pal Around.

Picture Yourself.

Is Your Voice Viral?

Black and White and Read All Over.

Get Yourself Booked.

See and Be Seen!

Six Degrees of Business Success.

Why Reactive Rules.

Might-See TV.

Change Your Voice.

I Saw the Sign.

Hitting the Pavement.

Speak Up!

The Path to Visibility: Part 3 – The Pitch.

SECTION 3 The Pitch.

Is Your Brand Really Promotable?

Find an Empty Bucket.

That Was Unexpected.

Au Contraire.

Is It Nice to Hear from You?

Creating Big Problems.

Is Your Business On-Demand?

Remember That One Time?

Sesame Street Strategy.

Sew Sexy.

It’s Been Done.

Comfort Food.

Are You Music to Their Ears?

A Surprising Application.

Timing.

Play Well with Others.

Don't Tell Us Your Life Story.

Get On with It!

Do the Twist.

Be Prepared.

Afterword—The Surprising Power of Invisibility.

Index.

About the Author.

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