A close friend of Brand Iron, David Avrin is currently touring the country with his new book, “It’s Not Who You Know, It’s Who Knows You.” For more than 20 years David has been on the forefront of the marketing, public relations, and branding industries. Now he is taking his show on the road to share his wisdom with small business owners and entrepreneurs all over the country, promoting his fresh off the press publication.

Recognized as “The Visibility Coach,” David is a well-known international speaker and consultant. He has been able to come to the rescue of many professionals and entrepreneurs by refining their messages, building their brands and promoting the unique aspects of their business. Avrin understands the plight of small businesses’ inability to afford hiring outside firms. He has developed strategies to build market awareness without the high costs.

Avrin’s published argument that “it’s not who you know, but who knows you,” makes perfect sense in this economy. It’s impossible for a professional to know all his potential clients, but it is perfectly feasible for all the potential clients to recognize a business. Avrin believes this is possible through raising the profile of the business and creating a strong brand implementation. Below is a passage from his introduction (which he explicitly asks you to not skip):

“The fact is that you can never know all your prospective customers, but if you’re going to attract new customers or clients, they’d better know you. As I am fond of reminding my audiences: “If they don’t know who you are, they can’t buy what you’re selling.”

Check out his book, recently ranked No.1 in Small Business Marketing Books on Amazon.com.