Praise for It’s Not Who You Know, It’s Who Knows You! ‘‘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 Manager1 and Leading at a Higher Level ‘‘Sensible, practical advice on the only way to build a brand in today’s overcommunicated 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, co-author 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 ‘‘A very enjoyable read! To win in business today, you have to create a competitive advantage In this terrific and very insightful book, David Avrin reveals some wonderfully creative strategies to help you effectively stand out in a crowded marketplace, create visibility and buzz, and promote your unique brand—you!’’ —Dr Tony Alessandra, author of The Platinum Rule and Charisma ‘‘With memorable examples and a playful conversational tone, David Avrin shows, clearly and concisely, how to differentiate yourself, build your brand, and generate news media coverage to grow your business.’’ —Rafael Pastor, CEO and Chairman of the Board of Vistage International ‘‘David Avrin knows about visibility This book is filled with common sense and effective strategies to be seen, get known, and stand 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 co-author of Differentiate or Die and Positioning: The Battle for Your Mind ‘‘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 ‘‘With today’s search resources and tools, the marketing question is no longer ‘Can anyone find me or my company?’ Rather, the key question every executive ought to be asking is ‘What’s being said once I’m found?’ In his breakthrough book, David Avrin teaches us how having the right people say the right things at the right time about you and your firm is the key to twentyfirst-century marketing success Buy it Read it—often.’’ —Sam Richter, Senior Vice President/Chief Marketing Officer, ActiFi; award-winning author of Take the Cold Out of Cold Calling ‘‘Many of us have missed the point We seek friends on Facebook and followers on Twitter, without realizing that it’s not about how many we can acquire It is completely about how many choose to be engaged with us David Avrin’s terrific new book is a must-read in today’s hyper-competitive, ultraconnected times Buy it, read it—but, more importantly, apply its lessons!’’ —Scott McKain, author of The Collapse of Distinction: Stand Out and Move Up While Your Competition Fails and the #1 business best sellers What Customers REALLY Want and ALL Business Is Show Business ‘‘Your success is ultimately linked to who knows you and how they know you David Avrin has written a terrific guide for growing your brand and putting more money in your pocket.’’ —Mark LeBlanc, President, Small Business Success; author of Growing Your Business! ‘‘I really like the premise of this book! Dave Avrin has written an engaging and practical guide about how to stand out and over your competition It will make you think and will inspire you to act.’’ —Mark Sanborn, best-selling author of The Fred Factor, You Don’t Need a Title to Be a Leader, and The Encore Effect JOHN WILEY & SONS, INC Copyright # 2010 by David Avrin All rights reserved Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose No warranty may be created or extended by sales representatives or written sales materials The advice and strategies contained herein may not be suitable for your situation You should consult with a professional where appropriate Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002 Designations used by companies to distinguish their products are often claimed by trademarks In all instances where the author or publisher is aware of a claim, the product names appear in Initial Capital letters Readers, however, should contact the appropriate companies for more complete information regarding trademarks and registration Wiley also publishes its books in a variety of electronic formats Some content that appears in print may not be available in electronic books For more information about Wiley products, visit our web site at www.wiley.com ISBN 978-0-470-48324-4 Printed in the United States of America 10 For Mom Everyone, and I mean everyone, knew my Mom INDEX Abercrombie & Fitch, 194 Advantage, gaining of, 11–13 Advertising, 93, 130–131 Advertising Age, 22–23 Advertising agencies, 22 Advisors, 38–41 ‘‘Advocates,’’ 86 Aeron office chair, 152 Aldrin, Buzz, 171 Allred, Gloria, 84 Alvarez, Luis, 150–151 Alvarez, Walter, 150–151 Amazon, 21, 78 Amazon.com, 110, 186 American Idol, 27, 94 America’s Next Top Model, 94 Anderson, Pamela, 16 Appearance, importance of, 51–53, 63–65 Apple, 12, 30, 148 Armstrong, Lance, 78 Armstrong, Louis, 103–104 Armstrong, Neil, 171 Articles, submit, 116–117 Attention, giving of, 36–38 Attention spans, 191–193 Attractive people, 167–169 Audience targeting See Target audiences Avis, 23 Baby Boomers, 174 Bacon, Kevin, 118, 121 Barbie, 174 Baywatch, 167 BDO Seidman, 23 Beau Jo’s Pizza, 58–59 Beck, Glenn, 84 Beckwith, Harry, 9, 178 Ben & Jerry’s, 30 Berlitz, 25 Biggest Loser, The, 94 Bing, 81 Blagojevich, Rod, 72 203 204 Index Blink: The Power of Thinking without Thinking, 151 Blogs, 43, 106–107, 116, 178 Books: promoting, 110–114 writing, 107–110 Botox, 180 Boyle, Susan, 104 Brand: ambassadors for, 68 first impressions of, 6–7 importance of, 3–5, 73–74 importance of being likeable, 38, 177 importance of being promotable, 139 marketing of, 39 protection of, 45–47, 50 visual aspects of, 103–104 Brand names See Names Bridal market, 166 Britain’s Got Talent, 104 Brody, Marjorie, 51–52 Brokaw, Tom, 73 Bud Light, 23 Business class travel, 53 Business personality, 30–32 Business relationships: leveraging, 187 maintaining, 86–88 role of professional organizations in, 100–103 Butterball turkey, 173 C-12, 102 Caliendo, Frank, 171 ‘‘California Raisins,’’ 181 Campbell Soup Company, 173–174 Candy Land, 174 Carnegie, Dale, 176 Carville, James, 84 Cash, Johnny, 16 Cause-related organizations, 144–145 Chambers of Commerce, 100 Chanel #5, 60 Channel 8, 124 Chester, Eric, 15, 160 Chicxulub Crater, 151 Chief Executive Officer: (CEO) organizations, 102 Children’s Hospital, Denver, 49, 147 Children’s market, 166 Chuck-E-Cheese, 30 Cinnabon, ClearRX, 12 Clinique, 108 Index Clinton, Bill, 36 Closers, 66–68 ‘‘Clothing That Comforts,’’ 182 Clue, 174 CNN, 122 Coca-Cola, 150 Cochran, Johnny, 159 Cold-calling, 119 Colonel Sanders, 104 Colorado Ocean Journey, 27–29 Columbus, Christopher, 170 Comfort food, 173–174 Community access: television, 124–125 Contrary ideas, 149–153 Corn Flakes, 131 Costco, 97–98 Coulter, Ann, 16 Counting Crowes, 35 Crayola, 149 Credibility, 107–110 Customer service, 26 Customers: attracting in the first place, 143–144 dissatisfied, 41–44 meeting expectations of, 26–29 researching, 196–198 retaining, 26–27 205 short attention spans of, 191–193 Dancing with the Stars, 94 Date Safe Project, 123 Deal or No Deal, 94 Defamation, 43 Delivering on promises, 142 Dickens, Charles, 146 Differentiating factors, 8, 18 Dinosaurs, extinction of, 150–151 Dippin’ Dots, 195 Dissatisfaction, addressing, 18 Dissatisfied customers, 41–44 Disney, 16, 104 Disney, Walt, 73 Disneyland, 25, 164 Distinguishing features, 11–13 Dobson, James, 84 Dodge, 23 Domain names, 43–44 Domitrz, Mike, 122–123 Donny & Marie Show, 165 Doubletree Hotels, 15 Downtown Aquarium, 28–29 Downy, 174 Dr Laura, 30, 84 Dr Phil, 113, 123 206 Index Dressing for success, 51–53, 63–65 Duchess and the Dirt Water Fox, The, 118 Duell, Charles, 153 Dyer, Cori, 168 E! Entertainment Network, 25 Early, Norm, 132 Easy-Bake Oven, 174 eBay, 21 Ebert, Jose, 64 Ecademy, 119 E.F Hutton, 54 Eggland’s Best, 12 Emperor’s New Clothes, The, 142 Enterprise, 195 EO, 102 Erickson, Jan, 182 Etch-a-Sketch, 174 ‘‘Evolution of Dance, The,’’ 15 Expectations, meeting of, 26–27 Experience audits, 7–8 Experiences, 162–164 Expertise: importance of delivery, 83–85 recognition of from writing a book, 107–110 specialization in, 8–10 Exxon, 57 E-zines, 107, 116, 125, 178 Facebook, 88, 89, 90, 119 Fame, 71–75 Fashion, 181–182 FasTracKids, 166 Fear-based marketing, 157 FedEx, 25 Feedback, seeking out, 38–41 Ferazzi, Keith, 197 Findability Formula, The, 43 First impressions: importance of, 5–8 role of research and preparation in, 196–198 role of timing in, 62–63, 183–185 ‘‘Fit’’ vegetable spay, 157 Fliess, Heidi, 72 Flintstones, The, 174 Focus group effect, 40 Focus on the Family, Ford, 24 Forty Plus, 102 Freelancers, 77 Freshen-Up gum, 149 Friday the 13th, 147 Index Friends of the Earth, 24 Fulfillment systems, 186 Gates, Bill, 104–105 Gaye, Marvin, 168, 181 Geddes, Anne, 103 Gen X, 174 Generalists, 8–10, 32–33 ‘‘Generation Why,’’ 15 Generation Why, 160 Get Smart, 174 GI Joe, 174 Gibson, Mel, 57 Gift in Every Day, The: Little Lessons on Living a Big Life, 109 Ginsberg, Scott, 149 Gitomer, Jeffrey, xxii Giveaways, 97–98 Gladwell, Malcolm, 151 Godfather’s pizza, 195 Godin, Seth, 139, 142 Going viral, 104–107 Golden Arches, 104 Good Morning America, 93 Google, 21, 30, 81, 82, 145 Google checkout, 186 Google News Alerts, 46 Grace, Nancy, 30, 84 Gray, John, 78 207 Great American Smoke-Out, 93 Greenpeace, Grisham, John, 111 Groundbreakings, 147 Haagen-Dazs, 20 Harley-Davidson, Harry Potter, 114 Head and Shoulders, 25 Heavenly Bed, 12 Heinz, 195 Henson, Jim, 104 Herman Miller, 152 Hierarchy of Needs, 140 Hillary, Sir Edmund, 170 Hills, The, 94 Hilton, Paris, 72 Home Depot, 25 Hometown Creative Design, 63 Hooters, 167 Hummers, 181 ‘‘I Heard It Through the Grapevine,’’ 181 Impact, 145 Impatience, 191–193 In Search of Excellence, 180 Incredibles, The, xxii Infamy, 72 208 Index Information capture, 162 Innovation, 153 Internet: going viral, 104–107 permanency of, 45–46 as a research tool, 196–197 role in damaging reputations, 42–44 role in making connections, 118–121 size of, 79–80 ‘‘Invisible Ink,’’ 178 iPhone, 148 iPod, 104 Jackson, Michael, 15 James, LeBron, 16 Janska, 182 Jobs, Steve, 30, 64 Johnson, Jack, 35 Juicy Fruit, 60 Kahala, 47 Kellogg’s, 131 King, Stephen, 111 Kingsley, Ben, 67 Knight Rider, 174 Kravitz, Lenny, 35 Kruger, Freddie, 103 Lactaid, 12 Laipply, Judson, 15 Landry’s Seafood House, 28–29 Lay’s Potato Chips, 25 Leadership roles, 66–68 LeBlanc, Mark, 86 Legend, John, 35 Leno, Jay, 16, 48, 113 LeTip, 102 Liberace, 103 Life, 174 Life stories, 189–191 Ligers, xiv–xv, 75–77 Likeable, benefits of being, 38, 87, 90–91, 177 Limbaugh, Rush, 55, 84 LinkedIn, 87, 119 Lite-Brite, 174 Little Ceasar’s, 194 ‘‘Liv Sxinney,’’ 168 Logos, 3, 48–49 Lohan, Lindsay, 72 Lopez, Jennifer, 16 Lutze, Heather, 43–44 Macro challenges, 158–159 Madden, John, 16 Madoff, Bernie, 73 Madonna, 16 Market leaders, 34–36 Index Marketing materials: reviewing and checking of, 39–41, 47–50 using an appropriate voice in, 126–129 Marketing techniques: being contrary, 149–153 being newsworthy, 78–79 identifying and meeting needs, 156–158 identifying unexpected applications, 179–183 offering samples, 97–100 offering the unexpected, 146–149 overwhelming and annoying, 177–179 selling experiences, not things, 162–164 targeting self-replicating markets, 165–166 using a twist, 193–196 using comfort and familiarity, 173–175 using existing systems and networks, 185–188 using fear, 157 using sexuality, 167–169 Marlboro cigarettes, Maslow, Abraham, 140 209 Maxim magazine, 24, 165–166 Mazda, 23 McDonald’s, 24, 104 Media appearances, xxiii, 16, 92–93, 109 importance of being interesting, 94–97 importance of delivery, 84–85 Media coverage, 92–93 how to get, 111–114 importance of timing, 62–63, 155 by small organizations, 124–125 tapping into hot stories, 121–124 Memorable experiences, 162–164 Men Are from Mars and Women Are from Venus, 78 Mentos, 180 Mentos experiment, 105–106 Miller, Dennis, 30, 84 Milton Bradley, 174 Monopoly game, 174 Monster.com, 24 Moonlighting, 174 Motel 6, 174 210 Index MTV, Multi-level marketing, 176 Muppets, 104 MySpace, 88, 119 Mystery shopping services, Names: importance of, 19–21 protection of, 43–44, 45–47, 171–172 NASA, 181 National Air and Space Museum, 79 National Rifle Association, National Speakers Association, 114 NAWBO, 102 Needs, identifying and meeting, 140–141, 156–158 Neeson, Liam, 67 Networking, xxi, 87, 100–103 Never Eat Alone, 197 News media: being reactive to, 121–124 importance of delivery in, 84–85 importance of timing with, 62–63, 155 using an appropriate voice with, 126–129 Newsworthiness, 77–79, 111, 121–122 Niches, xiv, 8–10, 33–36 No-frills movement, 152–153 Nordstrom, 12, 30 Nostalgia, 173–175 Nour, David, 87 NutriSystem, 128–129 Off-the-shelf systems, 186 On-demand services, 159–162 Oniracom, 35 Online immortality, 45–46 Oprah, 77–79, 92, 113 O’Reilly, Bill, 30 Originality, 13–17, 169–172 Oscar Meyer, 61 Osmond, Donny, 165 Overstock.com, 179 Pampers, 166 Panasonic Toughbook, 195 Parker Brothers, 174 Partnerships, 76–77, 186–188 Parton, Dolly, 16 Passions, failure of, 27–29 Paul, Ron, 30 Pay-Per-Click marketing, 43–44 Peer reviews, 38–40 Pepsi, 47, 49, 150 Index Pepto-Bismol, Perceptions, 54–56 Personal branding, 140 See also Brand Personal contact, 132–133 Personal stories, 189–191 Personality, 30–32 Peters, Tom, 180 Physical locations, visibility of, 129–131 Pipl.com, 46 Pixar, 104 Pizza, 194–195 ‘‘Pizza, Pizza,’’ 194 Playboy, Play-Doh, 60 Post-it notes, 180 Power of Ten, The, 79 Preparation H, 181 Preparedness, 183–185 Price: as a distinguishing feature, 11, 34–35 justifying, 156–157, 158 ‘‘Prize Patrol,’’ 154 Problems, dealing with, 56–60 Procter and Gamble, 61 Product promotions, xxiii Profanity, 54 Professional associations, 100–103 211 Professional organization publications, 116–117 Promotion, creative approaches to, 18 Public profile, importance of, xxi–xxiii Public television, 124–125 Publishers Clearing House, 154 Publishing, 107–110 Purple Cow, 139 Purpose Driven Life, The, 114 ‘‘Real people’’ advertising, 169 Reality television, 94 Recycling, 182 Regal Cinemas, 61 Repeat customers, 26–27 Reputations: guarding your own, 48–50 importance of, 73–74 recovery of, 56–60 risks to, 41 Research, 12, 196–198 Richter, Sam, 197 Risk, avoidance of, 9, 35–36 Ritz Carlton Hotels, 30, 164 Rivera, Geraldo, 73 Rodriguez, Chi Chi, 16 Rogaine, 24, 159 Rogers Telecom, 39 212 Index Rolaids, 158 Ross, Bob, 124 Rowling, J.K., 111 RTW, 25 Russian diamonds, 147–148 Sadath, Mohammed, 62, 63 Sales mode, 176–177 Sales skills, 66–68 Sampling, 97–100 Schindler’s List, 67 Schwarzenegger, Arnold, 16 Search engine marketing (SEM), 81–83, 178 Search engine optimization (SEO), 43–44, 81–83, 107 Sears, 24 Secret, 25 Segway, 114–115 Self-replicating markets, 165–166 Selling the Invisible, Sesame Street Strategy, 165–166 7-Up, 150 Sex in advertising, 167–169 Sharpton, Al, 30 Sheehan, Cindy, 30 Shopping cart systems, 186, 188 Shtick, 13–17, 114–115 Signals catalogue, 188 Signature messages, 13–17, 114–115 Silence of the Lambs, 147 Simmons, Richard, 30 Simpson, O.J., 57, 72 Singapore, 15 Singapore Airlines, 164 ‘‘Six Degrees of Kevin Bacon,’’ 118 Six degrees of separation, 118–121 Skype, 62, 87 Smells, 60–61 Smithsonian, 79 Smucker’s, 18 Social media etiquette, 88–91 Social networking, 87, 90–91, 118–121, 154, 187 Southwestern Company, 142 Spam (e-mail), 89 Spam (food), 173 Spangler, Steve, 105–106 Speaking up, 133–136 Specialists, 8–10, 33–36 Spitzer, Eliot, 72 Spoke, 119 Sporting analogies, 66 Index Standing out, xiv, 11–13, 114–115, 117–118, 133–136 Starbucks, 61 State Farm, 174 Stylists, 64 Subliminal messages, 167–168 Subway, 78 Survivor, 94 Swatch, 193–194 ‘‘Sxinney Water,’’ 168 Sylvan Learning Systems, 166 Synergy, 76–77 Taglines, 3, 21–26, 117, 143–146 Take the Cold Out of Cold-Calling, 197 Tale of Two Cities, A, 146 Target, 12 Target audiences, 4, 115–117 being visible to, 142–143 using an appropriate voice for, 126–129 utilizing existing tools to reach, 185–188 TEC, 102 Television coverage, 94–97, 124–125 213 3M, 180 ‘‘Thunder from Down Under,’’ 167 Time zones, 61–63 Timeliness, 121–124, 154–156, 183–185 Today, xxii, 113, 188 Tonight Show, 48 Touch points, 7–8, 61 Toughbook, 195 Tour de France, 78 Transformers, 174 Travel, 50–53 for promotional purposes, 112–113 True Hollywood Story, 25 Trump, Donald, 73, 111 Truth, value of, 57 20 Best and Worst Questions Reporters Ask, 187 20-80 rule, 86, 177–178 Twiggy, 16 Twitter, 88, 89, 90, 119 Typos, 39, 40, 47–48 Udderly Smooth Udder Cream, 180 Uncrustables, 18 Unexpected applications, 179–183 214 Index Valdez, 57 Van Dyken, Amy, 16 Velcro, 181 Viagra, 168 Victoria’s Secret, 167 Vietnam Memorial, 103 Viral, going, 104–107 Virgin Airlines, 30 Virgin American Airlines, 12 Visibility, xxi–xxiii, 142–143 Vistage International, 102 Visual images, 103–104 Volunteering, 101–102 Volvo, 15 Web sites: for book promotion, 111–113 providing samples via, 99 search engine optimization (SEO), 79–83 speed and ease of use, 160–162, 191–193 use of personal stories on, 189–191 Webb, Wellington, 132 Welch, Jack, 73 West, Kanye, 84 Westin Hotels, 12 Williams, Robin, 16 Winfrey, Oprah, 30 See also Oprah Winzenburg, Stephen, 22–23 Words, overused, 143–146 Writing, 107–110 Wailers, The, 35 Wall Street Journal, 24, 93 Wal-Mart, Walters, Larry, 169–170 Water, selling of, 12 Yahoo!, 81 Yoplait Yogurt, 24 YouTube, 15, 46, 72, 112, 161 YPO, 102 Unique qualities, 141–142 UPS, 23 U.S Army, 24 ABOUT THE AUTHOR M arketing and branding speaker, author, and executive coach David Avrin is known internationally as The Visibility Coach With more than two decades on the front lines of organizational communication and business and professional promotion, David shows business owners, entrepreneurs, and professionals how to build their business by crafting and promoting a truly unique, memorable, and marketable brand With his high-content, informative, and always entertaining presentations, David Avrin gives audiences a fresh and compelling perspective on what it takes to stand out and stand apart from their competition Having presented to audiences across North America and as far away as Singapore, Bangkok, Melbourne, Antwerp, and London, David has developed a legion of fans around the world for his creative and actionable marketing strategies In addition to profound insights on brand messaging, David has successfully pitched stories to the Today show, Good Morning America, CNN, Fox News, MSNBC, ABC, CBS, and NBC news and to such publications as Entrepreneur magazine, Fast Company, Sports Illustrated, Franchise Times, the New York Times, the Wall Street Journal, and many other media outlets 215 216 About the Author In addition to his speaking and writing, David Avrin’s most fulfilling professional work comes from leading CEO roundtable groups for Vistage International, the world’s premier chief executive organization (www.vistage.com) David lives happily with his beautiful wife and three very visible, strikingly talented, and overly involved children in the Denver suburb of Castle Rock, Colorado You can contact David Avrin at: david@visibilitycoach.com Interested in having David Avrin speak to your group or organization? Visit him online at: www.visibilitycoach.com Also by David Avrin:  The 20 Best and Worst Questions Reporters Ask—and How You Can Answer Them to: Make Your Point, Guard Your Reputation and Build Your Business (Classified Press, 2009)  The Gift in Every Day—Little Lessons on Living a Big Life (Sourcebooks, 2006) 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 overcommunicated 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 ... for It’s Not Who You Know, It’s Who Knows You! ‘‘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... Show Business ‘‘Your success is ultimately linked to who knows you and how they know you David Avrin has written a terrific guide for growing your brand and putting more money in your pocket.’’... advice you have for me? What am I doing wrong?’’ I looked him straight in the eye and said, ‘‘Nobody knows you exist That can be a problem.’’ If only David Avrin’s book, It’s Not Who You Know,