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Marcia Yudkin - ArticlesMarcia Yudkin (marcia@yudkin.com) mentors copywriters and helps business owners communicate their unique essence to ideal customers. For more information on her copywriting training program, see http://www.yudkin.com/become.htm . Learn more about how she works with business owners here: http://www.yudkin.com/seminars.htm . Mottoes and Slogans: Creating a Catchphrase That Promotes Your Business"Reach out and touch someone."
"The ultimate driving machine."
"Finger lickin' good."
Chances are, you not only know immediately that those slogans come from AT&T, BMW and KFC, in that order. Those catchphrases may also very well have persuaded someone you know to place more long-distance calls, purchase a particular brand of car... Naming Your Business: Five Hidden Dangers of Using Creative Spelling in Your New Company NameIf you've ever run across the old joke that "fish" should actually be spelled "ghoti" ("gh" as in "tough," "o" as in "women" and "ti" as in "nation"), then you won't be surprised to know that many companies put this quirk of the English language to work by concocting an... Marketing to Introverts: Seven Marketing Pitches That Leave Introverts ColdAccording to Dr. Marti Olsen Laney, introverts make up roughly 25% of the population. Yet when you look at high-IQ people and high earners, the percentage is far higher. So if you hope to capture the attention and patronage of introverts, it's vital to downplay or avoid marketing tactics that... What Research Says About Selecting the Best Business Name For Your CompanyHigh-priced branding consultants who huddle together for months to concoct a new company name would like the public to think that effective naming involves secrets revealed only to those who earned a Ph.D. in linguistics, speak 17 languages or learned advertising through working their way up the ranks at a... Better Business Naming: Does Your Proposed New Company Name Open the Door to Ridicule?People who intensely dislike your company or feel wronged by you will always find some way to complain. However, a lack of attention during the naming process can inadvertently make it easier for comedians, protesters and whiners to poke fun at your company.
Before finalizing your new company name, run it... Want a Catchy Company Slogan or Tag Line? Avoid These Five Tragic MistakesA tag line is the little slogan that follows a business name on a web site, in ads, on company stationery and elsewhere. A prime branding opportunity, it presents one of the biggest challenges in marketing. You want something that's catchy, appropriate, appealing and distinctive. The tag line should say... Crowdsourcing: Three Ways to Find a Great New Company or Product Name Free or at Low CostIncreasingly popular, "crowdsourcing" involves inviting a large number of people to perform a task, with a prize promised to the person or team whose work is selected as the winner. Specialized web sites now exist where you can ask people to compete by creating designs for T-shirts, logos or ads.... Not an Expert? The 5 Best Information Publishing Options That Leverage What You Do Know"I don't feel right charging more than I already do," my sister told me once. "Ninety percent of what I tell clients is just common sense."
I looked at my sister in amazement. She's a real estate attorney. She graduated from law school, passed the bar exam in two states and... The #2 Most Common Mistake in Naming a New Company or New ProductMost of the time, business owners and organizational marketers look for a new company name or new product name that seems to get the job done. That's unwise because they don't take the time to think about possible shortcomings of the name they settle on. Instead, those shortcomings emerge over... Top Mistake #1 When Naming a New Company or New ProductBear with me, because when I tell you the number one mistake people make when selecting a name for their new company or new product, you are going to be surprised. Ready? The top mistake in choosing a name is deciding on the name you like best.
That very obvious-sounding strategy...
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