The UnNoticed Entrepreneur: Giving entrepreneurs t he tools they need to get the recognition they des erve

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: 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 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! 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 ThymMs Time......................................................... 317 Acknowledgements............................................................................... 319 About the Author.................................................................................... 321 Guest Directory...................................................................................... 323 Bibliography.......................................................................................... 329 Index..................................................................................................... 333