Best Blackhat Forum

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.





Editorial Reviews



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