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It's Not Who You Know -- It's Who Knows You!

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

Author: David Avrin; Joe Calloway
Publisher: John Wiley & Sons
ISBN: 9780470483244
Published In: November 2009
Format: Hardback , 240 pages
Jurisdiction: International ? Disclaimer:
Countri(es) stated herein are used as reference only

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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 professionals

The 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.

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.

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.