Acknowledgments ix
Introduction: Lessons Learned from a Lippy Lady on an Airplane xi
Chapter 1 Rethinking Unpopular 1
Chapter 2 Identifying Your Audience 23
Chapter 3 Personality—Pick One 47
Chapter 4 Approachability—Putting Out theWelcome Mat 75
Chapter 5 Sharability—Getting Your Audience to the Rooftops (and Letting Them Shout) 107
Chapter 6 Scalability—News Flash: You Can’t Do Everything Yourself 129
Chapter 7 Profitability—The Money’s Gotta Come from Somewhere 147
Chapter 8 Finally—They Hate Me! 165
Chapter 9 The Backyard Economy—A Bit on Nurturing What We’ve Built . . . 179
Epilogue: Shutting Up 189
Appendix A: Shit You Should Read, Who Wrote It, and Why 195
Appendix B: Getting into It—Your Guide to Resources on the Book’s Website 201
Erika Napoletano was never the prom queen, but that's never stopped her from doing whatever the hell she set her mind to. She's the Head Redhead at RHW Media, a digital strategies consultancy based in Denver, Colorado. The voice behind RedheadWriting.com (a destination for unpopular thoughts and blunt advice), she's also a columnist for Entrepreneur magazine and was recognized by both the Denver Post and 5280 magazine as one of Colorado's top Twitter personalities. Learn more about her and the book at www.erikanapoletano.com and www.unpopularbook.com .
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