图书简介
The UnNoticed Entrepreneur is the solution for business owners who want to know how other founders beat the problem of being ignored. Instead of a how-to book for entrepreneurs, this book is entrepreneurs sharing their own secrets to success on a focused topic; getting noticed. The book is a marketing masterclass, a curation of fifty articles covering martech tools, founder strategies and case studies which solve problems or at least provide parallel examples of solutions. The articles are written from the transcripts of twenty minute interviews with guests on the top rated The UnNoticed Entrepreneur Podcast. The book can be read from start to finish, or by dipping in and out, with a directory of all the contributors included at the end so that the conversation can continue after the book is finished. The book provides practical, proven and cost-effective solutions to the central challenge facing any business owner; how to get recognized so that leads come in, people apply to work, and partners approach to work together.
Who this book is for...................................................................................ix Prologue: The Need for ThymMs........................................................... 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: 5Cs 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 The UnNoticed.indd 11 7/13/2023 6:41:57 PM Contents xii 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 Tribe with 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 The UnNoticed.indd 12 7/13/2023 6:41:57 PM Contents xiii 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 The UnNoticed.indd 13 7/13/2023 6:41:57 PM Contents xiv Chapter Four: Bias Free Views on Behaviour with Dr. John Ricketts . . . . . . . . . . . . . . . . . . 283 Chapter Five: Social Listening as Protection with CHATGPT . . . . . . . . . . . . . . . . . . . . . 288 Chapter Six: STOP! Dont 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: Its Your ThymMs Time......................................................... 317 Acknowledgements............................................................................... 319 About the Author.................................................................................... 321 Guest Directory...................................................................................... 323 Bibliography.......................................................................................... 329 Index..................................................................................................... 333
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