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It's Not Who You Know -- It's Who Knows You!: The Small Business Guide to Raising Your Profits by Raising Your Profile Hardcover – November 23, 2009
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From the Inside Flap
When it comes to promoting your business or your brands, you know how valuable high-profile attention can be. But for most small businesses, the cost of hiring an outside firm to drum up that attention can be too much to bear. Thankfully, visibility expert David Avrin knows how to creatively and strategically win the eyes and ears of the marketplace—without a massive marketing investment.
In It's Not Who You Know—It's Who Knows You!, Avrin shows you how to seize every opportunity to showcase your brand, whether you do it on the Internet, television, radio, storefront, or street corner. While everyone seems to be preaching the gospel of networking, Avrin argues that what's more important than who you know is who knows you. After all, you can't know all your potential customers, but by raising the profile of your business and brand, they can certainly know you!
You'll learn how to craft a truly marketable and promotable brand and raise your visibility using both new and traditional media alike—as well as your own charm and some creative techniques you haven't thought of. He provides the tools to help you discover and promote the truly unique characteristics of your business and design a marketing plan to promote your positives with a clear and powerful message.
When it comes to promoting your brand, sometimes you have to do it yourself—on the street, in the papers, and anywhere else. Filled with powerful examples of businesses that have done it right, you'll learn how to craft a great pitch and promote who you are and what you do with a sharper focus on what makes you different, attractive, preferable, and ultimately, the right choice. Every time you get attention for your brand—whether it's the headline story or just the word on the street—you create endless new opportunities for increasing sales.
Want to turn the media spotlight on your business? This book shows you how.
From the Back Cover
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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Top Customer Reviews
If you do not have a PR strategy for yourself or your business, this is likely the book for you. However, I will warn you that it is not a comprehensive, step-by-step, spoon-fed, detailed PR strategy guide; I'm sure there are other books for that. What you get with Avrin's book is an easily read, easily consumed strategic basis for a workable PR and marketing strategy.
Avrin covers topics that I found interesting such as representing yourself during air travel (I'm totally guilty of having gone the extremely casual comfort, stick my earphones in my ears immediately route), doing memorable things during conferences and tradeshows, and some interesting tactics for positioning yourself as an expert to the media (did you know that proactive could be a wrong strategy when dealing with the media?). Additionally, for those of you that are unfamiliar with effective web and social networking strategies for promoting yourself or your business and for tracking your web presence, you will find the information in Avrin's book extraordinarily useful.
The idea point breaks in Avrin's book are not big -- I like that. Many business authors feel as though they absolutely have to cram in as much supporting material as possible in between idea points, creating extremely long chapters and, while that is sometimes effective, depending on the subject matter, by keeping the breaks short and the ideas succinct, Avrin's book is easy to read, easy to skip around in, and very easy to use for future reference.
Be visible. That's a big, overriding point in the book and, indeed, why Avrin likely brands himself as "The Visibility Coach". Examples of this range from ideas as simple to producing a large banner to advertise the re-opening of a restaurant to ensuring that you're the one person that actually stands up and asks a question at the end of a presentation/speech when everyone else is sitting, staring at their feet. As Avrin says: "The greatest enemy of success in business is anonymity. Speak up . . . In a flat sea of competitors, it takes very little to stand out and be noticed. Stand out. Be noticed."
There are numerous real-world examples that Avrin ties in throughout the book, but not so many as to be overwhelming -- a few examples to drive the point home and then he moves on to the next point. For those of you that are fans of skipping to the ends of chapters or idea points in the hopes that there is a summary sentence or two, you will be happy to know that each idea point ends with a "The Visibility Coach says:" followed by a short idea point summary.
Thankfully all books are not equal (read the book for more on "All things being equal") and so I highly recommend this book to anyone interested in promoting themselves and their business.