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THE UNNOTICED ENTREPRENEUR THE VISIBILITY TOOLBOX: ESSENTIAL TOOLS FOR GETTING NOTICED
If you don't want to waste any more money on marketing guru's, this book is for you.
Stacked with 50 real-world case studies, entrepreneurs explain in their words how they are getting noticed.
Each article is concise, short, and can be read stand alone or taken as a holistic approach.
Discover the mindset, tools and techniques that business owners are using to:
Craft stories that resonate emotionally with customers.
Maintain genuine connections, even as they scale.
Create engaging content to drive lead generation.
Amplify their message with easy-to-use tech.
Communicate with their teams.
Includes special insights on podcasting, AI, and measurement.
This is the book that the guru's don't want you to read.
The UnNoticed Entrepreneur is the marketing toolbox that you need.
Contents
Who this book is for ix
Prologue: The Need for Thymōs xv
Part One: Storify 1
Chapter One: Introduction 2
Chapter Two: The Common Path to Uncommon Success with John Lee Dumas 5
Chapter Three: The Business of Story with Park Howell 10
Chapter Four: Be Distinct or Go Extinct with Gerry Foster 29
Chapter Five: 5C's of Personal Branding with Michelle Griffin 34
Chapter Six: The 8-seconds Pitch with Martin Barnes 40
Chapter Seven: Case: Constructing a Story with Chris Martin 46
Part Two: Personalise 51
Chapter One: Introduction 52
Chapter Two: Teach Bots to Be Compassionate with Peter Dorrington 54
Chapter Three: Finding the Appropriate Asia Pacific based Journalist with Matthew Law 62
Chapter Four: Call in the PR Cavalry with Nigel Sarbutts 69
Chapter Five: The One Million Media Address Book with Joanna Drabent 76
Chapter Six: Prospecting on LinkedIn with Guillaume Portalier 80
Chapter Seven: Website Personalisation at Scale with Sander Nagtegaal 85
Chapter Eight: Auto-Signature to Trust with Helga Zabalkanskaya 92
Chapter Nine: Inbound Marketing for Sales with Laura L. Bernhard 97
Chapter Ten: Personal Service Earns Praise with Paul Hourihane 101
Chapter Eleven: Case: A Virtual Village for Parents with Nitin Pandey 107
Chapter Twelve: Case: Building a Toothpaste Tribewith Howard Kaufman 113
Part Three: Engage 119
Chapter One: Introduction 120
Chapter Two: Your Voice Performance with Jimmy Cannon 122
Chapter Three: The Engaging Voice with Ant Bohun 126
Chapter Four: The Power Podcaster with Sabrina Scholkowski 130
Chapter Five: Five-Stages to DIY P.R. with Santa Rosa Beach 137
Chapter Six: The Media Interview with Alex Greenwood 143
Chapter Seven: Crisis Communications with Anthony Hayes 148
Chapter Eight: Surveys As a Source with Chris Robinson 153
Chapter Nine: Content from Social Impact Analytics with Catherine Griffin 160
Chapter Ten: The AI Content World with Dr. Stylianos Kampakis 167
Chapter Eleven: Case: Legally Content with Guatemalan Mauricio Duarte 173
Chapter Twelve: Case: Edumercials Shine on
Millions of Kids with Dr. Shelley James 178
Part Four: Amplify 185
Chapter One: Introduction 186
Chapter Two: Pitching to Journalists with Justin Goldstein 188
Chapter Three: Dreaming of Being on TV? with Eric Mitchell 197
Chapter Four: Speaking at Events with Zachary Nadler 202
Chapter Five: The Law of Reciprocity with Cory Warfield 208
Chapter Six: Avoid Podcast Fade with Sebastian Rusk 213
Chapter Seven: Get Onto Digital Platforms with Arvind Murali 222
Chapter Eight: Data and Disruptive Content with Colonel Aaron Perlut 227
Chapter Nine: B2B Content Marketing with Ugi Djuric 233
Chapter Ten: Using Gated Content for Leads with Omri Hurwitz 238
Chapter Eleven: Leverage Online Events with Toni Kaufman 243
Chapter Twelve: Virtual Events Online Forever with Mia Masson 247
Chapter Thirteen: Your Own TV Station with Audrey M. Wiggins 253
Chapter Fourteen: Case: Joking Apart, Amazon Ranking with Morry Morgan 257
Chapter Fifteen: Case: Punk Rock Live with Drew Stone 263
Part Five: Know 267
Chapter One: Introduction 268
Chapter Two: Second Golden Martech Age with Scott Brinker 270
Chapter Three: Choosing the Martech with Frans Riemersma 277
Chapter Four: Bias Free Views on Behaviour with Dr. John Ricketts 283
Chapter Five: Social Listening as Protection with CHATGPT 288
Chapter Six: STOP! Don't Post Too Much with Bant Breen 295
Chapter Seven: Tracking Content Context with Ant Cousins 300
Chapter Eight: Only Qualified Leads Matter with Stapho Thienpont 307
Chapter Nine: Case: Pew Research Center with Dan Morrison 312
Conclusion: It's Your Thymōs Time 317
Acknowledgements 319
About the Author 321
Guest Directory 323
Bibliography 329
Index 333
