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

by David Avrin; Foreword by: Joe Calloway

• ISBN13: 9780470559536
• ISBN10: 0470559535
• Format: eBook
• Copyright: 2009-10-01
• 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.

Table of Contents

Foreword

Acknowledgments

Introduction (Don't Skip This!)

Your Brand

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

Creating Awareness

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 Pitch

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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