The UnNoticed Entrepreneur, Book 2
Giving Entrepreneurs the Tools They Need to Get the Recognition They Deserve
2. Auflage April 2024
368 Seiten, Softcover
Wiley & Sons Ltd
ISBN:
978-1-394-19534-3
John Wiley & Sons
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.
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
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
Jim James is the Champion of The UnNoticed Entrepreneur. He is on a mission to help founders get the recognition they deserve by sharing the insights of fellow entrepreneurs. He does this by hosting a top rated podcast and radio show, authoring books, providing business coaching, and drawing on his extensive experience building businesses on three continents over 25 years. Jim is based in Wiltshire, UK.
