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

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.

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.

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.