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

by Avrin, David; Calloway, Joe

• ISBN13: 9780470483244
• ISBN10: 0470483245
• Edition: 1st
• Format: Hardcover
• Copyright: 2009-11-23
• Publisher: Wiley

Summary

Raise your profile and get the attention you deserve -- or your business, your brand, or yourself!Almost everyone who runs a business recognizes the value of generating high-profile attention for their company, product, or service. Unfortunately, the high cost of hiring an outside marketing or PR firm can put these kinds of efforts out of reach for many small businesses and individual professionals. In his new book It's Not Who You Know--It's Who Knows You!, noted speaker and "visibility expert" David Avrin shows you how to craft, build, and promote your own brand and win the eyes and ears of the marketplace.This book offers a refreshing, new perspective on marketing, PR and strategic branding while giving you the tools and creative advice you need to solidify your market niche by differentiating yourself from the competition, crafting a truly marketable and promotable brand, and raising your visibility. If you want to get noticed and turn the spotlight on your business by becoming more newsworthy, this is the only resource you need. Offers refreshingly creative and eye-opening strategies and tactics on marketing and promoting your business Author David Avrin is a renowned marketing, PR, and branding speaker and expert and also the author of The 20 Best and Worst Questions Reporters Ask and The Gift in Every Day--Little Lessons on Living a Big Life Helps you define and refine your message to consumers to get more attention from the media The perfect marketing and PR guide for America's 30 million small businesses Gets results without the high price of marketing and PR professionalsThe strategies and tools here will help you discover and promote what is truly unique about your business and brand with a renewed sense of purpose and a clearer, more effective direction.

Author Biography

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.

Table of Contents

Foreword	p. xiii
Acknowledgments	p. xvii
Introduction (Don't Skip This!)	p. xix
The Path to Visibility: Part 1-Your Brand
Your Brand	p. 3
Your Brand IsàEverything	p. 3
How Do You Arrive?	p. 5
An Inch Wide and a Mile Deep	p. 8
The Four Most Dangerous Words in Business	p. 10
Schtick Out!	p. 13
Who Do the Voodoo?	p. 17
What's in a Name?	p. 19
Tag-You're It!	p. 21
No, Wait. Come Back!	p. 26
Your Personality Is Your Brand	p. 29
This Is What We Do!	p. 32
The Most Important Person in the Room	p. 36
Get Over Yourself	p. 38
Your Name Sucks	p. 41
Forever ... and Ever	p. 44
Guard Your Good Name	p. 47
Connecting Flights	p. 50
Turn That$#+!*Down!	p. 54
Jump On It	p. 56
Who ôNoseö You?	p. 60
Zoned-Out	p. 61
You Clean Up Real Nice (Dress for Success: Part Two)	p. 63
Bring in the Closer	p. 66
The Path to Visibility: Part 2-Creating Awareness
Creating Awareness	p. 71
The Fine Line	p. 71
Ligers Among Us	p. 75
Are You Newsworthy?	p. 77
Be Found	p. 79
Your Expertise Is Boring	p. 83
Reach Out and Re-Touch Someone	p. 86
Don'tBe a Twit	p. 88
Fame by Association	p. 92
Good TV	p. 94
Care for a Sample?	p. 97
Pal Around	p. 100
Picture Yourself	p. 103
Is Yourself Booked	p. 104
Black and White and Read All Over	p. 107
Get Yourself Booked	p. 110
See and Be Seen!	p. 114
Six Degrees of Business Success	p. 118
Why Reactive Rules	p. 121
Might-See TV	p. 124
Change Your Voice	p. 126
I Saw the Sign	p. 129
Hitting the Pavement	p. 131
Speak Up!	p. 133
The Path to Visibility: Part 3-The Pitch
The Pitch	p. 139
Is Your Brand Really Promotable	p. 139
Find an Empty Bucker	p. 143
That Was Unexpected	p. 146
Au Contraire	p. 149
Is It Nice to Hear from You?	p. 154
Creating Big Problems	p. 156
Is Your Business On-Demand?	p. 159
Remember That One Time?	p. 162
Sesame Street Strategy	p. 165
Sew Sexy	p. 167
It's Been Done	p. 169
Comfort Food	p. 173
Are You Music to Their Ears?	p. 176
A Surprising Application	p. 179
Timing	p. 183
Play Well with Others	p. 185
Don't Tell Us Your Life Story	p. 189
Get On with It!	p. 191
Do the Twist	p. 193
Be Prepared	p. 196
Afterword-The Surprising Power of Invisibility	p. 199
Index	p. 203
About the Author	p. 215
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