A Free-Reprint Article Written by: Scott Bywater

Article Title:
The Puppy Dog Close

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Article Description:
The look of joy on a little boy's face taught a very
important lesson about selling to your audience. This
article will teach you the usefulness and the technique of
the Puppy Dog Close.


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===============================

336 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-10-27 10:12:00

Written By:     Scott Bywater
Copyright:      2009
Contact Email:  mailto:sbywater@...


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The Puppy Dog Close
Copyright (c) 2009 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au/



On Friday, my three year old son's cubby house, slippery dip and
sandpit arrived and was erected in our backyard.

The look on his face was one of absolute delight... surprise...
shock and happiness all rolled into one.

All he wanted to do all weekend was hop on it.

And when his cousins came over to our place yesterday, they had
the time of their life.

Now my wife and I ummed and aahed about whether or not to get
this cubby house or not.

It was virtually double the price of the others we looked at. But
it had other benefits such as being non-toxic and having
aesthetic appeal.

Now after we received it, it got me thinking:

What would I do if I was selling these little cubby houses.

And the thought came to me: Is there any way in the world that I
would send it back?

Obviously, the answer is no.

My son loves it. His friends love it. It looks great.

There's no way in the world it's going anywhere.

And I imagine the story is the same for everyone else who buys
it.

And that's why if I was running a company like this, I would use
a "puppy dog close" to secure the sale.

So how does a "puppy dog" close work.

It goes like this: take the puppy for a week. If you don't like
it, send it back. If you like it, then pay me our agreed amount.

Makes sense, right.

I mean obviously you would need to ensure you were targeting the
right market, do credit checks and ensure your potential client
could afford the product.

But that's how I would close the sale on a product like that.

It wouldn't work in some industries.

But it would work for selling cars.

It would work for selling boats.

It would work for selling bikes.

Ask yourself: could it work for your business?

And if you answered yes, think of how you can apply this strategy
today.




---------------------------------------------------------------------
Scott Bywater is an advertising copywriting expert and the
author of Cash-Flow Advertising. To gain access to all of his
copywriting tips on how to get more customers via his eye opening
"Copywriting Selling Secrets" newsletter, simply head on over to
his web site at http://www.copywritingthatsells.com.au/


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A Free-Reprint Article Written by: Judy Murdoch

Article Title:
How to Turn Casual Customers into Raving Fans

See TERMS OF REPRINT to the end of the article.

Article Description:
To create more raving fans it's important to understand
what makes your products and services uniquely satisfying to
current customers.


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1441 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-10-20 09:00:00

Written By:     Judy Murdoch
Copyright:      2009
Contact Email:  mailto:judy@...



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How to Turn Casual Customers into Raving Fans
Copyright (c) 2009 Judy Murdoch
Highly Contagious Marketing
http://www.judymurdoch.com/workbook.htm



One piece of advice I'm hearing again and again is the
importance of taking good care of your "core customers." The
customers who have been working with you for years, who send you
referrals, and who return again and again to buy from you.

Loyal customers are vitally important during difficult economic
times like we're currently experiencing because they're less
expensive to sell to: you don't have to spend weeks sometimes
months building credibility because they're already sold.

But what if your business is relatively new and you just don't
have many customers who are coming back yet? Or what if you just
lost several of your business customers and you need to cultivate
new relationships?

Can you do something to accelerate the process of turning casual
customers into raving fans who sing your praises?

Enter the art of creating a fully satisfying customer experience.

=========================================
A Satisfying Experience is the Key
=========================================

A "satisfying customer experience" means that the many ways
that your customers interact with and use your products are
designed to satisfy in a meaningful way.

This goes far beyond solving the customer's basic problem.

And this is where the magic can happen.

=========================================
Dimensions of a Fully Satisfying Experience
=========================================

Customer experience is all about "how" a problem is being
solved. And this "how" can be broken down into different types
of experience including:

  * Physical senses: sight, sound, taste, smell, and touch

  * Emotions that come up (happy, curious, interested, annoyed,
amused)

  * Heart-based connection (feeling like the other people have
empathy for your situation)

  * Intellectual connection (how you go about solving problems;
how you learn; vocabulary you use)

The more of these dimensions that are touched in an appropriate
way, the more satisfying your customer's experience will be.

=========================================
Customer Experience: Albuquerque Turkey
=========================================

I can't think of a better product that we can all relate to than
food so I'll talk about my experience at Spinelli's Market, a
local deli/grocery store to which I love going--especially for
their awesome sandwiches.

Although Spinelli's sells some mainstream brands of snacks and
soft drinks, the best parts of the store are the aisles of
imported Italian foods, pastas, sauces, and olive oil and the
deli counter where they sell salads and cut to order deli meats.

The awesome sandwiches are made at the deli counter in the back
of the store.

You give your sandwich order along with your choice of sides
(pickle, a deli salad or fresh fruit or chips) to one of the guys
working behind the counter and they make your sandwich while you
wait.

I usually use the time to browse through the stores aisles and
pick something to drink.

When your sandwich is ready, the counter guy will call your name.
You then take your sandwich wrapped in white butcher paper along
with whatever else you're buying to the front to pay.

Sometimes I eat my sandwich in the store at one of the little
metal tables in the front and sometimes I take my sandwich home.

Those sandwiches always make an impression. Every time I've
brought a family member or a friend or a business associate to
Spinelli's for sandwiches, they will ask from that time forward
"when are we going to that great sandwich place again?"

Spinelli's sandwiches are a great example of a supremely
satisfying experience. Here's why:

  * The ingredients of the sandwiches are always fresh

  * The Spinelli family is very mindful of where they source the
ingredients. They support local farms and dairies and when
possible, buy from family owned businesses.

  * You feel like someone took the time to really think about what
to put in a particular sandwich. All the flavors meld together in
unique and wonderful ways.

  * Everyone working at the store is friendly and you feel like
they're truly glad to be working at such a cool place.

  * When you're done eating it's not just your stomach that
feels full.

My heart feels full too because I've eaten something prepared
with thought and care and because buying lunch from a local
business is contributes to the health of the community I live in.

Now take a moment and compare this experience with visiting a big
franchise place like Subway or Taco Bell.

=========================================
Creating a More Satisfying Experience for Your Customers
=========================================

So what about your business, what can you do to create a more
fulfilling, satisfying experience with your prospects and
customers?

Here are four steps I recommend to get you started.

=== Step #1 Remember Why You Started a Business to Begin with

Before jumping into the specifics, I think it's important to
take a moment to remember why you started your own business. Was
it because:

  * you saw a better way to do something than what other companies
were offering at the time?

  * something you're passionate about that you wanted other
people to experience?

  * something important to you that you wanted to actively support
through your business?

And make sure your heart is fully engaged too. When your heart is
fully engaged you enable customers to engage with their hearts as
well.

=== Step #2 Ask Yourself, "How is the Reason Behind my Business
Showing Up in My Products and Services?"

If you started your business because you care deeply or have a
passion or have a true innovation, I imagine it's showing up in
the products and services you offer. Even without deliberate
effort.

Take a look at what you currently sell and in what ways is the
care and love for your business showing up in your products and
services.

For example, the Spinelli family supports the Slow Food movement,
a grass roots movement which encourages people to eat locally
grown and produced whole foods.

In addition to sandwiches, the Spinelli family produces and
markets a line of Italian sauces and sells made-from-scratch
entrees that busy customers can heat and eat at home.

=== Step #3 Ask Yourself, "Are There Ways Customers Can
Experience More of What We Care About?"

My guess is that if you sell something special, your customers
know.

But if you aren't talking about what goes into creating your
products and services, they may not know how to articulate this
difference to other people.

If this is the case, you and your customers are missing an
opportunity for word of mouth marketing.

For example, one of my clients creates girls dresses using
patterns and fabrics from the 1950's and 1960's. I love her
work because the dresses are cute without being frilly or fussy.

But there are lots of cute kids clothing lines out there. I felt
her products were something special

I suggested to her, as part of her marketing, to share the story
behind how she found the pattern and why it appealed to her.

Her stories are funny and entertaining and they help store owners
who carry her lines and the customers who buy the outfits feel
involved in something special and unique.

=== Step #4 Choose One Small Change to Make so Customers Feel
More Engaged and Satisfied

By far, the easiest change you can make is to tell your story to
customers so they understand why you have the business you have
and sell the products and services you sell.

Sharing your story helps people feel more engaged and satisfied
for several reasons:

(1.) They have a way to articulate to others a reason for trying
your products and services. Referring others helps your customers
look good to others and you want to make it as easy as possible
for them to do so.

(2.) It allows customers to feel like a part of something larger.
When you share your story those who share your experience or
point of view find a kindred spirit to be with.

(3.) Stories are easy to understand and remember because they
touch us not only intellectually but emotionally. Human beings
seem "pre-wired" to absorb and integrate information that comes
in narrative form.

=========================================
Bottom Line
=========================================

To create more raving fans it's important to understand what
makes your products and services uniquely satisfying to current
customers.

This satisfying experience goes beyond simply solving a
problem... a satisfying experience engages the senses and
emotions as your customers use your products and services.

Four steps I recommend for creating a more satisfying experience
are:

1. Think back to why you started your business to begin with

2. Ask whether that reason is reflected in the products and
services you sell

3. Find ways in which your clients can experience what makes your
products and services special

4. Find an opportunity to tell a story and more fully engage your
Customers




---------------------------------------------------------------------
Judy Murdoch helps small business owners create low-cost,
effective marketing campaigns using word-of-mouth referrals,
guerrilla marketing activities, and selected strategic alliances.
To download a free copy of the workbook, "Where Does it Hurt?
Marketing Solutions to the problems that Drive Your Customers
Crazy!" go to http://www.judymurdoch.com/workbook.htm
You can contact Judy at 303-475-2015 or judy@...


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A Free-Reprint Article Written by: James LaGrange

Article Title:
New Venue For Advertisement - Taxi Receipts

See TERMS OF REPRINT to the end of the article.

Article Description:
When businesses begin evaluating marketing strategies, many
start with basic print or television advertisements. The
importance of choosing the proper medium can be the
difference between a successful, effective campaign and a
campaign, which flops. In this article, we address a new and
innovative method of advertising your business.


Additional Article Information:
===============================

492 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-10-15 14:00:00

Written By:     James LaGrange
Copyright:      2009
Contact Email:  mailto:james.lagrange@...



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New Venue For Advertisement - Taxi Receipts
Copyright (c) 2009 James LaGrange
Taxi Ad Works
http://www.taxiadworks.com/



When businesses begin evaluating marketing strategies, many start
with basic print or television advertisements. The importance of
choosing the proper medium can be the difference between a
successful, effective campaign and a campaign, which flops. With
all the types of advertising out in the world today, every
company is looking for that new and innovative idea for great
exposure.

Taxi advertising (http://www.taxiadworks.com/) is just one of the
many varieties of outdoor advertising. The three main forms of
this subset are wrap advertisements, trunk advertisements and top
of hood advertisements. Some people will often neglect these ads
since there are so many of them out there, but the truth is
people are almost forced to look at these advertisements when
they are stuck in heavy traffic or stopped waiting at a
crosswalk.

An innovative form of taxi advertising will soon be introduced to
the Boston market; putting ads on the back of receipts handed out
to cab customers. This works by handing out receipt rolls with
company ads on them, onto which the Taxi Drivers print their
receipts and hand them to customers after every ride. These ads
could consist of anything imaginable that would fit on the normal
size receipt. In heavily congested cities or cities that are
temporary homes to business travelers, this form of marketing has
the opportunity to be effective in the taxi advertising market.

A similar type of advertising has been previously applied to
Mexican cities. I personally was down in Cancun last year and
upon paying the bus toll or taxi tab, a small slip receipt was
handed to me. Generally these receipts had discounts to Mexican
outlets, restaurants or entertainment shows. The slip ended up
being useful as we were able to save money on our dinner at the
Hard Rock Cafe.

In Boston alone, approximately 45,000 people take a taxi every
day of which 80% request a receipt. Therefore, about 35,000
people are currently being missed as potential targets for Boston
cab advertising (http://www.taxiadworks.com/) per day. This is a
relatively small portion of the market, as Boston is not even
considered in the top 20 for largest US cities. Much of the
general target market would consist of business travelers. These
businessmen do not have cars in the cities they travel to, and
furthermore, they need to obtain a receipt for the cab trip in
order to be reimbursed for their expenses. Thus they must pay
attention to what is being handed to them. Make this relevant,
and you have an interested potential customer.

Advertising in the United States last year totaled over 400
billion dollars. Traditional forms of advertising are now
expensive and over-populated. As the market for traditional
advertising declines with the fragmentation of consumers into
tight groups, this ads one more way to target a particular group.
Taxi marketing (http://www.taxiadworks.com/) thus provides the
ability for a business to reach a wide audience, at a more
reasonable cost than other forms of advertising.






---------------------------------------------------------------------
For businesses seeking more information about
Taxi Advertising please visit Taxi Ad Works'
website at http://www.taxiadworks.com/

James LaGrange
Project Manager for Taxi Ad Works
(http://www.taxiadworks.com/)


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*** Digital Reprint Rights ***

* If you publish this article in a website/forum/blog,
   You Must Set All URL's or Mailto Addresses in the body
   of the article AND in the Author's Resource Box as
   Hyperlinks (clickable links).

* Links must remain in the form that we published them.
   Clean links should point to the Author's links without
   redirects having been inserted into the copy.

* You are not allowed to Change or Delete any Words or
   Links in the Article or Resource Box. Paragraph breaks
   must be retained with articles. You can change where
   the paragraph breaks fall, but you cannot eliminate all
   paragraph breaks as some have chosen to do.

* Email Distribution of this article Must be done through
   Opt-in Email Only. No Unsolicited Commercial Email.


* You Are Allowed to format the layout of the article for
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Stillwater, Oklahoma USA 74074


Learn more about our article distribution services by visiting:
http://thephantomwriters.com/x.pl/tpw/info/article-distribution/index.html

The content of this article is solely the property
and opinion of its author, James LaGrange
http://www.taxiadworks.com/



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A Free-Reprint Article Written by: Judy Murdoch

Article Title:
The Heart-Centered Product That Created a Billion Dollar Industry

See TERMS OF REPRINT to the end of the article.

Article Description:
Mastering the Art of French Cooking and the following it
inspired made it possible for the hundreds of Italian,
Mexican, and Asian foods now common in American grocery
stores. It opened up possibilities for the extraordinary
range of cuisines we can find in restaurants, not to mention
the billion dollar business in cookbooks, cooking shows, and
other media.


Additional Article Information:
===============================

1490 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-09-30 14:12:00

Written By:     Judy Murdoch
Copyright:      2009
Contact Email:  mailto:judy@...



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The Heart-Centered Product That Created a Billion Dollar Industry
Copyright (c) 2009 Judy Murdoch
Highly Contagious Marketing
http://www.judymurdoch.com/workbook.htm



As I wrote this article, the film, "Julie and Julia," has so
far, been a quite the summer hit.

"Julie and Julia is a light drama that tells the story of New
Yorker, Julie Powell who challenged herself to cook every recipe
in Julia Child's famous cookbook: "Mastering the Art of French
Cooking" within one year.

In a parallel plot, the film covers Julia Child's early years in
France which inspired her to write the cookbook.

The film's popularity has inspired a renewed interest in the
Julia Child and the fascinating story about how "Mastering the
Art of French Cooking" came to be.

================================
  The Story Behind the Bestseller
  ================================

It wasn't very long ago when a typical American dinner was
meatloaf, canned peas, and mashed potatoes. Maybe a salad made
with iceberg lettuce, grated carrot and 1000 island dressing. And
Jell-O for dessert.

You couldn't go out for Mexican food unless you lived in
Southern California or Texas. Chinese food was chop suey and egg
rolls. And Italian was pizza or spaghetti and meatballs.

The choices we now have at the grocery store, when we go out to
eat, and the cook books and cooking shows are in part thanks to
Julia Child's desire to prepare dishes she loved and to teach
others to prepare those dishes as well.

When it was published in 1961, Mastering the Art of French
Cooking became a "must-have" for many aspiring young wives.

Mastering the Art of French Cooking and the following it inspired
made it possible for the hundreds of Italian, Mexican, and Asian
foods now common in American grocery stores. It opened up
possibilities for the extraordinary range of cuisines we can find
in restaurants, not to mention the billion dollar business in
cookbooks, cooking shows, and other media.

================================
  Product Development Lessons á la Julia Child
  ================================

You may be thinking, "nice story but what does it have to do
with me and my business and creating information products."

Here are the points I think are important:

#1 You Gotta Love It

Mastering the Art of French Cooking was the result of Julia
Child's love of French cuisine. She didn't set out to make
millions or to revolutionize how middle-class Americans thought
about food.

She discovered something wonderful and amazing and wanted others
to have that experience too.

The importance of love is that when you have that level of
enthusiasm for something, you'll put up with a lot of crap.

Writing the book, "Mastering the Art of French Cooking," was
not all Crêpes Suzette and champagne.

"Mastering the Art of French Cooking" began as a very different
kind of book: it was a cookbook written by two French women who
were fellow Cordon Bleu graduates. The cookbook was being
published by an American publisher and Julia to provide an
American perspective and review the recipes.

But as Julia reviewed the recipes she realized that they would be
very difficult for American cooks to follow. Because many of the
French ingredients, tools, and traditions simply didn't exist in
the United States, American cooks would end up with dishes that
simply didn't taste like the delicious French cuisine Julia had
fallen in love with.

So Child decided to rework and rewrite the book and create
foolproof recipes for classic French dishes that Americans could
create in American kitchens with American ingredients.

Completely rewriting those recipes was not a small task. But
Julia was determined to make it possible for Americans to prepare
and enjoy the food she had fallen in love with.

Lesson: Make sure your product or service is based on something
that energizes and inspires you. Otherwise, no amount of money
will make up for the inevitable obstacles and frustrations that
come up along the way.

#2 Love Trumps Market Need

Whoa, sacrilege at the altar of marketing!

It's a fine line for me to be suggesting sometimes the fact that
you have a deep love or passion in your heart for something
should be a reason for you to create a product or service.
Especially when you have little solid evidence supporting you.

What if no one buys your product? What if everyone thinks it's
stupid?

Lots and lots of "what ifs."

The world was not throwing money at Julia Child to write her
cookbook so that they could cook Duck a l'Orange.

In fact the majority of publishers saw absolutely no commercial
value in her project believing that American women were
interested only in convenience: packaged mixes, canned and frozen
vegetables, and TV dinners.

They couldn't imagine why anyone would want to take on the
arduous task of preparing dishes from recipes with multiple
steps, many of which involved creating something from scratch!

But she had a strong conviction that French food was something
wonderful more people should experience and kept going despite
rejection letter after rejection letter.

Lesson: I'm not suggesting you ditch everything and devote all
your time, effort, and money into creating a love child product.
No no no!

But I DO think if you have a product or service that is an
expression of something you sincerely love, you need to take
action towards creating that product or service.

Do not allow it to languish.

#3. Use Market Trends to Guide Your Marketing

Although you don't need to let apparent market needs dictate
what you can and cannot do, it helps to offer a product that is
in sync with trends that affect how your customers spend.

One of the reasons "Mastering the Art of French Cooking" became
such a monster success was its publishing occurred during a time
when Americans were beginning to look outward.

After World War II the United States was enjoying a period of
unprecedented prosperity. When John F. Kennedy became president
in 1960, first lady, Jacqueline Kennedy brought in a French chef
and began serving fine French food and wines at White House
functions.

An entire generation of young American women were fascinated by
Jackie Kennedy's sophisticated style and imitated her way of
dressing, her hair styles, and her interest in French food.

Mastering the Art of French Cooking was published in 1961
coinciding perfectly with the growing interest in culture and
fine arts.

Lesson: Looking at the product or service you're developing, how
do they fit into the trends which are shaping your customer's
values, needs, and spending patterns.

#4. You Need a Few Others Who Love What You're Doing

No matter how deeply you care; no matter how in sync you are with
current trends, you cannot do it alone.

We all need at least one cheerleader.

Julia Child was a maverick. As the daughter of well-to-do
parents, she was expected to marry someone from a "good"
family, have children, and spend her days doing what other
well-to-do young wives did: play golf and tennis, have lunch at
the club, volunteer at charitable events, and so on.

When she did marry instead of settling down and having babies she
decided to go to cooking school and learn to cook classic French
cuisine! Other Americans in the diplomatic services who were
living in France at the time thought she was nuts. Why was she
pursuing cooking: something typically left to housekeepers and
other domestic workers?

But Julia's husband, Paul, who was himself, a decidedly
unconventional type, encouraged her to pursue her passion. In
fact he was actively involved in creating her book, helping her
edit the massive 700+ page manuscript that would become
"Mastering the Art of French Cooking."

Julia also had an editor, Judith Jones at Knopf, who, unlike her
peers in the publishing world, immediately 'got' "Mastering
the Art of French Cooking."

It was Jones who championed "Mastering the Art of French
Cooking" and who was instrumental in getting first edition to
press.

Lesson: If you are a small business owner who wants to make a
real difference and wants to create a product that will help you,
you need at least one devoted fan to help you get there.

===================================
  Bottom Line
  ===================================

If you care deeply about leaving the world a little better off
and have an idea for a product or service that will make a
difference, I encourage you to follow Julia Child's example and
to make a commitment to creating your product and bringing it to
the marketplace.

There's no guarantee that you'll have a monster hit on your
hands but one thing I know for certain:

  * You can't make a difference if your idea never sees the light
of day

  * You can't make a difference creating products and services
that your heart just isn't into.

If you are a small business owner and you have a choice between
creating another crappy e-book and an e-book on something you
genuinely care about at that your customers care about why not
make a little extra effort and put something out into the world
that puts a little more love out there?




---------------------------------------------------------------------
Judy Murdoch helps small business owners create low-cost,
effective marketing campaigns using word-of-mouth referrals,
guerrilla marketing activities, and selected strategic alliances.
To download a free copy of the workbook, "Where Does it Hurt?
Marketing Solutions to the problems that Drive Your Customers
Crazy!" go to http://www.judymurdoch.com/workbook.htm
You can contact Judy at 303-475-2015 or judy@...


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A Free-Reprint Article Written by: Bill Platt

Article Title:
The Importance Of Creating Resistance In Your Copy

See TERMS OF REPRINT to the end of the article.

Article Description:
"Creating Resistance in Your Copy" is an idea that is
alien to most online marketers. After all, online marketers
want to believe that everyone should buy their products and
services, because the more people buying what is being sold,
the more money the marketer will inevitably earn.


Additional Article Information:
===============================

2009 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-09-10 09:12:00

Written By:     Bill Platt
Copyright:      2009
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The Importance Of Creating Resistance In Your Copy
Copyright (c) 2009 Bill Platt
the Phantom Writers
http://thePhantomWriters.com



"Creating Resistance in Your Copy" is an idea that is alien to
most online marketers. After all, online marketers want to
believe that everyone should buy their products and services,
because the more people buying what is being sold, the more money
the marketer will inevitably earn.

Alien Marketing Concept

This concept is so alien that most Internet marketers who see
this article will react as if they are "deer in the
headlights". If you are looking at this article with a blank
stare - completely bewildered about my suggestion - then you are
likely one of many, who are reacting the same way.

Just the other day, I had this conversation with a small
businessperson. The person with whom I was speaking was clearly
bewildered at the suggestion, and she asked me, "What exactly do
you mean by 'create resistance'?"

I told her that "creating resistance" is the concept of
eliminating some of your prospects, before they reach the sales
page.

Taking a step back, she said, "What? Why would you want to do
that?"

I explained to her what I am ready to explain to you now.

In her case, by the time I finished explaining the idea to her,
she realized that she was already doing that - albeit,
unconsciously.

Why Would Anyone Want To Create Resistance In Sales Copy?

When you are writing sales copy for a product, there is seldom a
need to create resistance in your sales copy. In fact, when
selling a product, the need is more often to wipe out, eliminate,
diminish or neutralize consumer resistance in your sales copy.

Unless you are creating a product that sells for high dollar and
you intend to offer it exclusively to a select number of people,
the necessity of creating resistance in product sales copy is
almost non-existent.

However, if you are selling a service, the reasons for creating
resistance in your sales copy are endless.

For example:

One company we work with is an Internet marketing consulting
company. The company provides its services to other businesses
based on the billable hour or specific service.

In the case of this company, it does not make sense to talk to
customers who cannot spend a minimum of $300 per month with them.
As a result, they have created resistance in their sales copy to
eliminate the broke, do-it-yourself, home business owner from
their list of prospects. As a small consulting firm, it is
essential for them to separate the wheat from the chaff quickly.

By requiring an appointment for a free consultation, they direct
prospects to a form to be filled out. In that form, they require
phone numbers and email addresses, and they request the prospect
to be as detailed as possible so that the free consultation will
be meaningful.

Another company we work with is a Virtual Assistant Agency. Once
again, it is a matter of finding the customers who can actually
afford the service. By telling prospects in advance that the
minimum billing per month is $1000, the company is able to ensure
that the only companies contacting them are those who seriously
need virtual assistant(s) to help complete work.

By signing the contract, the customer acknowledges in advance
that they should send enough work to the virtual assistant to
ensure that the $1000 per month minimum will not go to waste.

Consumers Have A Natural Resistance To Sales Copy

All of the great sales copywriting teachers speak to the notion
of "sales resistance" - the natural roadblocks in the mind of
the consumer that holds the consumer back from making a purchase.

I actually found it quite interesting in that while researching
this article, I could NOT find anyone talking about "creating
resistance" in sales copy. The guru's are only talking about
how to "eliminate" or "melt away sales resistance".

Now, one might argue that the reason no one is discussing the
creation of resistance in sales copy is because one should not do
it. But I have had this discussion with a lot of people. Although
no one is talking about doing it, service providers who have been
in business for a number of years tend to deliberately build
"sales resistance" into their sales presentations!

Identifying And Eliminating Time Wasters

Once a service business has been in operation a number of years,
the owners / managers of those businesses tend to start seeing
patterns that frequently cause financial losses to the company.

When as a business owner / manager, you discover that certain
customers cost more money than they generate for your business,
you will seek ways to remedy that problem. Often times, it makes
far more sense not to sell to certain people - the people who
have exhibited certain traits that will lead to nothing but lost
productivity for the service provider.

If you operate a service business, you will likely have seen
similar patterns yourself. In my case, there are certain
behaviors that some prospects exhibit that set off red flags for
me. I used to ignore those "red flag" moments, but I always
regretted doing so later.

The number one red flag for me in my business is the "carrot on
the stick" approach offered by some prospects. It goes something
like this: "I am going to try this once, and if it works out, I
will send you tons of business."

When I was in college, I used to wait tables in a restaurant. I
saw the same behavior even then. People would come in and make
grandiose promises at the beginning of the meal, "If you give us
great service, we tip really well."

Don't believe it for a moment! It is a lie, usually designed to
get something for nothing or to encourage you to discount your
services, "just for them".

When I was waiting tables, it did not matter how good of service
you gave those guys. You could ignore every other table in the
restaurant to give them better service and the tip never exceeded
two pennies!

In my business, if you bite the bait, they will take their
discount this "one time", and then they are gone... forever...
I know their disappearance is not because my service is less than
worthy... I have too many customers who have been with me for
years; to believe that my service was the reason those people
never came back.

I have learned that the "carrot on the stick" approach is
designed to take advantage of people - to take advantage of me.

Once a prospect raises this red flag for me, I kill the free
advice and the extra attention that I give to their job. I do the
job and let the chips fall where they may - my basic service will
stand on its own, without any effort to help the customer get
more out of it. I will not let this person waste any more of my
time, period. Unless this person comes back for additional
service, I no longer spend extra time with them.

Eliminating Time Wasters Is Easy If You Create Resistance In Your
Copy

As a service provider, you DO want to eliminate "sales
resistance" in your basic sales copy. Once you have tweaked your
copy to help the majority of your prospects to overcome their
natural resistance to your sales message, then it is time to add
some resistance back into your copy.

You want as many people to buy your service as possible, but you
also want to discourage those that you know will be a waste of
your time and resources.

My friend who has the consulting business allows people an
initial consultation to help him and the customer to determine if
they will be able to work together and if his consulting company
will be able to add value to the prospects business. In his sales
copy, he points out that after the initial consultation, all
hours will be billable hours. Because he makes his prospects jump
through hoops to get the free consultation, he is assured that he
is only going to have real prospects at the other end of the
phone line during a free consultation. And because his prospects
understand that all work beyond the initial free consultation is
billable work, they don't waste his limited time.

The Virtual Assistant does not need to layer on the resistance at
the same level. By clearly explaining what one should expect in
terms of the service within the first thirty days of the
agreement, it becomes self-evident to the prospect that the
service is not for the faint at heart. Investing in a virtual
assistant can be a bit expensive, but the payoff can also be
quite large. By laying out a map of what one can expect from the
service, it clearly defines to the prospect what the cost of such
a service could be. And as such, it quickly filters out those
people who are not a good fit for the Virtual Assistant's
company.

In my case, I don't provide much sales resistance in my sales
copy to my prospective customers. In fact, the only sales
resistance in my copy is my prices.

The companies that call me a competitor have lower prices than I
do - much lower prices. Although they refer to me as one of THEIR
competitors, I really don't consider them to be mine. My service
is so much different from theirs that I find it very difficult to
think of them as "MY competition".

For people who take the time to get educated about my service or
to take it for a real spin around the block with a full ten
article distributions, my higher prices are often considered a
great investment of resources. With the built-in sales resistance
in the form of a higher price, my customers ensure that I always
serve higher-quality authors - authors who understand that the
power of article marketing is in the strength of the content.

I Might Be Going Out On A Limb With This Article...

The fact that I could not find anyone else discussing the value
of "adding sales resistance to sales copy" may suggest that I
am just a total goof. But I do know for a fact that small
business owners in the service industry do deliberately create
sales resistance in their copy.

In the conversation that I mentioned in the beginning of this
article - the one where I was discussing this idea with a small
businessperson, who had her "deer in the headlights" moment -
the lady I was speaking with said to me after I explained the
concept to her, "Oh, you mean like when I tell my customers that
we provide 'quality' over 'quantity'?"

Indeed! Telling your prospects that you provide 'quality' over
'quantity' automatically tells your prospects that your
services may be a bit more expensive, but the quality of the work
will more than make up for the difference in pricing.

I know that many small business owners do deliberately build
sales resistance into their sales copy, and I cannot blame them
for doing so.

I also know that my pricing is a disincentive to some people to
use my services. But that is okay too. The publishers who receive
articles from me know that I distribute a higher quality article.
They may not realize that it is because of the pricing resistance
on my site, but they do know that we typically distribute some of
the best-written articles available online, from some of the
biggest names in their industries.

At the end of a ten-article cycle, most of my customers find that
their articles have found publication on websites that have a
much higher perceived value in the Internet marketplace. In fact,
it is not at all uncommon for me to hear from clients who are
happy to share that they have generated several thousand dollars
in new sales as a result of an article I distributed for them.
Now that is music to my ears...






---------------------------------------------------------------------
Bill Platt has owned and operated http://thePhantomWriters.com/
since 2001. If you would like to learn more about his article
distribution service, visit his website. To read 100's of Bill's
Tweet-sized tips for article marketing, SEO, and more, visit:
http://thephantomwriters.com/tips/index.php
Bill is also active on Twitter @
http://twitter.com/contentmanager


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http://thePhantomWriters.com is a paid article distribution
service. thePhantomWriters.com and Article-Distribution.com
are owned and operated by:

Bill Platt
3010 E Raintree
Stillwater, Oklahoma USA 74074


Learn more about our article distribution services by visiting:
http://thephantomwriters.com/x.pl/tpw/info/article-distribution/index.html

The content of this article is solely the property
and opinion of its author, Bill Platt
http://thePhantomWriters.com



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A Free-Reprint Article Written by: Enzo F. Cesario

Article Title:
Article Marketing - Writing for the Internet

See TERMS OF REPRINT to the end of the article.

Article Description:
Article marketing incorporates writing carefully and
concisely for a target audience on the Internet. While all
writing begins with good grammar, accurate spelling and
compelling content, there are several differences between
print writing and online writing in both structure and
purpose. This article explains those differences.


Additional Article Information:
===============================

857 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-09-04 09:00:00

Written By:     Enzo F. Cesario
Copyright:      2009
Contact Email:  mailto:ennzo.f.cesario@...



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Article Marketing - Writing for the Internet
Copyright (c) 2009 Enzo F. Cesario
BrandSplat
http://www.Brandsplat.com/



Article marketing incorporates writing carefully and concisely
for a target audience on the Internet. While all writing begins
with good grammar, accurate spelling and compelling content,
there are several differences between print writing and online
writing in both structure and purpose. Online articles tend to be
shorter than printed text, as do the individual sentences that
make up the text. Readers usually skim what they see online, so
articles are not only shorter, but often broken up into small
sections rather than presented as a large block of text.

Writing online articles for the purpose of article marketing
involves targeting a specific audience and providing them with
relevant content that is usually intended to drive them to
another resource by way of a link.

Internet Writing and SEO

Search Engine Optimization, or SEO, is a strategy for increasing
traffic to a website using organic search engine results. In
terms of article marketing, this means creating an article that
is targeted around keywords readers might use to search for your
content in the search engines. In order to drive targeted traffic
to the content of the article, the article will need to rank high
in the search engines. To do this, your desired keywords must be
sprinkled generously throughout the text in a natural way that
doesn't make the content seem like a sales pitch.

Search engines use programs that scan the content of a website by
sending "spiders" to crawl every bit of information on the
site. The most widely-used search engines place a great deal of
importance on backlinks, or links to a site from other websites.
Article marketing helps to get these links because you have
inserted them in the author's bio at the end of the article.
They point to your site for readers interested in your content as
well as spiders crawling the web searching for relevant linked-up
websites.

An Emphasis on Quality

Quality content is one of the most important aspects of
successful article marketing. Providing your readers with
relevant information that delivers what they are searching for
will drive not just traffic to your site, but targeted, trusting
readers who respect what you have to offer. Furthermore, many
article directories have quality control measures that protect
against low quality articles. Misinformation or invalid content
often will not be listed on these directories, let alone indexed
by the search engines.

The Importance of Effective Titles

The title of an online article is essential to the success of the
marketing campaign. A title that contains targeted keywords not
only helps readers find the content they need, but also boosts
the article's search engine rankings. Choosing the title of an
online article is a balancing act that involves drawing in
potential readers with clever catchiness but also satisfying the
search engines' ranking system.

Straightforward and Uncluttered

Online readers tend to scan what they read online and need their
text broken up into small logically flowing chunks. As a result,
the body of the text may be divided by headlines or broken up
into short paragraphs. Using sub-headings, lists, bullet points
and bold key phrases are effective ways to create an article that
is easy enough to read so that you will not lose your audience.
The importance of keyword usage still remains, but splitting up
the text into snackable chunks can hook readers and ease them
from the first word to the last.

Get Grammar Guidance

Writing effective articles for the Internet takes time, research
and practice to become an expert. Here are a few tips:

  * When writing to your audience, write using the active voice to
make your words more direct, clear and concise.

  * Always use proper grammar and avoid slang.

  * Always run your text through a spell-checker to avoid simple
but glaring errors.

  * If your text includes any specialized terms, define them for
your audience so their read is easy and enjoyable.

  * Do not, under any circumstances, copy text from another
source. This is not only wrong, it will make your article plummet
in the search engine rankings due to duplicate content.

If you want to learn more about writing there are many good books
available. A great one to start with is William Zinsser's On
Writing Well: the Classic Guide to Writing Nonfiction.

Outsourcing

If you don't feel that you can produce high-quality articles
yourself, one solution is to outsource the work to freelance
writers. While this can be an efficient way to get your articles
written, you must make sure to find trustworthy writers who can
produce content at the level of quality you desire. Outsourcing
can work only if you identify a resource or company that provides
writers at a cost effective rate with consistent and reliable
delivery of high quality content.

Article marketing can be a powerful strategy for generating
targeted traffic and backlinks to your site. It can increase both
your credibility and your search engine rankings. But to be
successful, you need to employ the unique style of writing
specific to the Internet. Online writing is different from print
writing in structure and content, but successful online writing
is guaranteed to help your business's bottom line.






---------------------------------------------------------------------
Enzo F. Cesario is a Copywriter and co-founder of Brandsplat.
Brandcasting uses informative content and state-of-the-art
internet distribution and optimization to build links and
drive the right kind of traffic to your website. Go to
http://www.Brandsplat.com/ or visit our blog at:
http://www.brandsplatblog.com/


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A Free-Reprint Article Written by: Judy Murdoch

Article Title:
Answering the Question: What Makes You So Great?

See TERMS OF REPRINT to the end of the article.

Article Description:
The other day I was discussing marketing options with a
client and she said something which took me completely by
surprise. "Well, I guess I could be shameless and promote
myself more when I'm doing a presentation but it's not
like I have anything special or interesting to say..." I
was surprised because this woman has singlehandedly built a
very successful consulting practice and works with an
impressive roster of Fortune 100 companies.


Additional Article Information:
===============================

946 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-09-03 10:24:00

Written By:     Judy Murdoch
Copyright:      2009
Contact Email:  mailto:judy@...



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Answering the Question: What Makes You So Great?
Copyright (c) 2009 Judy Murdoch
Highly Contagious Marketing
http://www.judymurdoch.com/workbook.htm



The other day I was discussing marketing options with a client
and she said something which took me completely by surprise.

"Well, I guess I could be shameless and promote myself more when
I'm doing a presentation but it's not like I have anything
special or interesting to say..."

I was surprised because this woman has singlehandedly built a
very successful consulting practice and works with an impressive
roster of Fortune 100 companies.

She also has two large binders stuffed with classes, workshops,
and other intellectual property she's developed over the years.

Yet, she's asking me "what's the big deal?"

==========================================
How Do You Define "Big Deal"?
==========================================

When I asked her to clarify what she meant by "big deal", my
client went on to tell me that, in her mind, "special and
interesting" means you've done something truly exceptional and
ground-breaking.

==========================================
Modesty is Not Always a Virtue
==========================================

If you're asking yourself "what's the big deal" or "who am I
to...?" you are not only doing yourself a disservice--you are
doing a grave disservice to the many people and organizations
that NEED your services and products.

Plus, you're sabotaging your marketing because you're
broadcasting a mixed message to your audience (My service will
help even though it's not all that great).

For tips on getting clear about "why you" and how to use this
information in your marketing without sounding like a jerk, read
on.

==========================================
So, Why You?
==========================================

I didn't start my business, Highly Contagious Marketing, because
there was a shortage of marketing consultants in the world.

The last time I looked, there were about 1.6 million businesses
offering marketing support services on Google.

And if you prefer getting marketing advice from books, you can
find more than 15,000 on Amazon.com. Those are just the ones that
are still in print.

I have plenty of company.

Yet, with so much help and support available, lots of small
business owners struggle every day with their marketing, with
getting the word out, with getting more customers.

There are a number of reasons for this disconnect between the
available solutions and problems that remained unsolved:

- solution providers charge too much

- their solutions take too long to implement or are too complex

- they lack expertise in a field or method,

Just to name a few.

==========================================
A Question of Fit
==========================================

The one relevant here is what I'm going to call "lack of fit."

Sometimes, with all other factors being equal, the reason we
choose to work with another business is because their approach,
style, way of explaining things, etc., perfectly fit our needs.

When the fit is right, we "get it" faster, we apply solutions
faster, and we get results faster. There's a fun, effortless
quality to work when the fit is right.

When the fit isn't right, it's the opposite. You feel like
you're struggling and somehow, you're just not learning what
you need to know.

Using Highly Contagious Marketing as an example: a percentage of
small business owners like the way I explain marketing concepts;
they feel like I understand their business and what's special
about their products and services.

My services aren't for everyone, but when there's a good fit
between what the client needs and what I can do for them, the
results are great.

The exact same logic holds for you. You don't have to be a
leading edge thinker in your field, a Nobel prize winner, or a
PhD to have something valuable and unique to offer.

You just need to understand what it is that you do that makes a
positive difference to your ideal customers and clients.

No matter how many companies "out there" seem to be offering
the exact same thing as you, there are more than enough
prospective customers for whom you are the BEST choice.

For them, who you are, what you do, and how you do it is a "big
deal."

==========================================
Help with Who am I to-it is
==========================================

Next time you have an attack of "who am I to"-itis, I recommend
the following:

(Note: I am indebted to the late Thomas J. Leonard from whom I
learned this exercise).

Call 3-5 of your best clients or customers--your "raving fans"
and ask them this question:

"What is the value that you are receiving from our work
together?"

And listen.

If your customer answers primarily in generalities that could
apply to anyone, press them for specifics by asking:

"I'm glad to hear that but I'm wondering if I'm providing
value to you in surprising ways -- beyond my role as your
_________."

And again, listen and take notes.

When you do this, you will get, in your client's own words, what
makes you so special.

When clients do this exercise, we use the results in several
ways:

1. I ask them to keep their notes within easy reach for times
when they're feeling some self-doubt and wondering "why me?"

2. As testimonials for the clients marketing (this is, of course
with the quoted person's permission.)

3. Any and all of their marketing messages. Nothing is more
potent than using your customer's own words when crafting
marketing copy.

==========================================
Bottom Line
==========================================

Asking "who am I to" may seem attractive and modest, even
virtuous. But there's no virtue when you're not helping the
people who could REALLY use your help.

Nor is there virtue in going out of business because you're not
getting customers.

Next time you're struggling around whether you're fully
qualified, ask a few of your raving fans what it is about working
with you that they value.

Then listen to why they think you're such a big deal.




---------------------------------------------------------------------
Judy Murdoch helps small business owners create low-cost,
effective marketing campaigns using word-of-mouth referrals,
guerrilla marketing activities, and selected strategic alliances.
To download a free copy of the workbook, "Where Does it Hurt?
Marketing Solutions to the problems that Drive Your Customers
Crazy!" go to http://www.judymurdoch.com/workbook.htm
You can contact Judy at 303-475-2015 or judy@...


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.....................................

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* If you publish this article in a website/forum/blog,
   You Must Set All URL's or Mailto Addresses in the body
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   Clean links should point to the Author's links without
   redirects having been inserted into the copy.

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   the paragraph breaks fall, but you cannot eliminate all
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The content of this article is solely the property
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http://www.judymurdoch.com/workbook.htm



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A Free-Reprint Article Written by: Enzo F. Cesario

Article Title:
Viral Marketing - Using It To Your Advantage

See TERMS OF REPRINT to the end of the article.

Article Description:
In our technologically expanding world, where the Internet
is the most available form of media, Viral Marketing is an
extremely effective form of advertising. Before the Web
explosion, this form of advertising would have been referred
to simply as "word of mouth" or getting your message out
by having your customer base spread the word.


Additional Article Information:
===============================

852 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-09-01 11:12:00

Written By:     Enzo F. Cesario
Copyright:      2009
Contact Email:  mailto:ennzo.f.cesario@...



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Viral Marketing - Using It To Your Advantage
Copyright (c) 2009 Enzo F. Cesario
BrandSplat
http://www.Brandsplat.com/



In our technologically expanding world, where the Internet is the
most available form of media, Viral Marketing is an extremely
effective form of advertising. Before the Web explosion, this
form of advertising would have been referred to simply as "word
of mouth" or getting your message out by having your customer
base spread the word.

Why Use Viral Marketing?

There are several studies that state that if someone has a good
experience, chances are they will tell a few close friends.
However, with a bad experience people will repeat it to anyone
who will listen. Since the pace of the Internet is so much faster
than that of word of mouth, you will want to be careful with the
messages you put out there. The message you put forth can spread,
and spread quickly, whether that message is good or bad.

Viral Marketing is exactly what it sounds like - advertising that
works like a virus does. It can be as simple as a message that is
attached at the bottom of an email. Like a virus, as the email is
sent from one person to another, so goes the attached message. It
is like an electronic version of that famous television
commercial that said "you'll tell two friends, and they will
tell two friends, and so on and so on...", only with the World
Wide Web, one well placed message can have the ability to reach
millions with one click of the mouse.

Remember when Hotmail was starting? You could only get an account
if a friend sent you an email with the link. Everyone wanted one,
and emails spread like wildfire. And BMW had that great campaign
with very famous directors, a very new Clive Owen and very short
movies - all on the Internet, which was becoming a brand new
venue for movies. You may not have enough money in your
advertising budget to hire Clive Owen, but there are still things
you can do to attempt some viral marketing.

Essential Features

To tap into the potential power of a viral campaign you will need
a few essential elements - free products or services that are
easily transferred to others using existing communications
networks. These products or services should be something that
will exploit people's natural behaviors and emotions. Some
examples beyond commercials would be how-to guides, surveys,
best-of guides, educational guides, tools, widgets, quizzes and
badges.

Sometimes nothing grabs peoples attention faster than the word
FREE. Free trials, free email accounts, free anything can put you
in a potential customer's head. Free can get your name out there
and introduce people to the goods or services that will generate
future revenues for your business.

There are rewards you can offer as well. Rewarding loyal
customers with anything from percentage rebates and coupons for
future purchases to free gifts for their continued patronage is
another outstanding way to make sure that your 'virus'
continues to spread.

Know Your Customers

Knowing and understanding your customer base will make your viral
marketing more successful; tracking and analyzing what motivates
them to want to pass along your message. You need to know what
makes them tick. What is going to make the working mother of
three take the time out of an already incredibly busy day to not
only be drawn to your message, but also be interested enough to
pass that message along to the other extremely busy moms in her
address book?

As an example, say you have an errand-running service. You could
offer a day of running errands to the lucky winner of a contest.
All you have to do to enter to win the free day of errands is to
register by clicking the link to your website. Strategies such as
these can be a bit more effective as the people that register
tend to have an interest in the services you offer.

If you can zero in on who your customer is, this type of
marketing can be quite inexpensive and highly effective. Online
surveys and questionnaires can also be quite useful in getting
inside your customer's head. They can and should be your most
valuable resource when it comes to figuring out what they want.
Careful consideration of your customer's needs and the
commitment to meet those needs is what will ultimately make you
successful in business.

Viral Marketing is a useful tool and it's something to think
about along with your other online marketing strategies. However,
you still need to create something unusual and useful that people
will naturally want to share and tell others about.

With the Internet there are opportunities to reach a much larger
number of people much faster than in decades past. However, the
basic marketing rules still apply if you want your viral
marketing campaigns to be successful. Know your products or
services. Know what demographics you are targeting. Get in their
head and figure out what they need to feel compelled to not only
spend their hard earned money with you, but what will make them
want to keep coming back, and more importantly, bringing their
friends with them.






---------------------------------------------------------------------
Enzo F. Cesario is a Copywriter and co-founder of Brandsplat.
Brandcasting uses informative content and state-of-the-art
internet distribution and optimization to build links and
drive the right kind of traffic to your website. Go to
http://www.Brandsplat.com/ or visit our blog at:
http://www.brandsplatblog.com/


--- END ARTICLE ---

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   Clean links should point to the Author's links without
   redirects having been inserted into the copy.

* You are not allowed to Change or Delete any Words or
   Links in the Article or Resource Box. Paragraph breaks
   must be retained with articles. You can change where
   the paragraph breaks fall, but you cannot eliminate all
   paragraph breaks as some have chosen to do.

* Email Distribution of this article Must be done through
   Opt-in Email Only. No Unsolicited Commercial Email.


* You Are Allowed to format the layout of the article for
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   ezine, so long as you can maintain the author's interests
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   this article applies to the "WHOLE" article.


*** Author Notification ***

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3010 E Raintree
Stillwater, Oklahoma USA 74074


Learn more about our article distribution services by visiting:
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The content of this article is solely the property
and opinion of its author, Enzo F. Cesario
http://www.Brandsplat.com/



---------------------------------------------------------------------
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---------------------------------------------------------------------

A Free-Reprint Article Written by: Enzo F. Cesario

Article Title:
Use Article Marketing To Add Value To Your Product

See TERMS OF REPRINT to the end of the article.

Article Description:
Article Marketing is a form of advertising that can
definitely add value to your product or service. By using
articles written about your industry, you can establish
yourself as an expert in your field and a trusted resource
for your product or service. Article marketing can be
equally effective in newspapers and magazines, although
these traditional media lack some of the obvious advantages
of new media.


Additional Article Information:
===============================

882 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-08-26 12:45:00

Written By:     Enzo F. Cesario
Copyright:      2009
Contact Email:  mailto:ennzo.f.cesario@...



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---------------------------------------------------------------------

Use Article Marketing To Add Value To Your Product
Copyright (c) 2009 Enzo F. Cesario
BrandSplat
http://www.Brandsplat.com/



Article Marketing is a form of advertising that can definitely
add value to your product or service. By using articles written
about your industry, you can establish yourself as an expert in
your field and a trusted resource for your product or service.
Article marketing can be equally effective in newspapers and
magazines, although these traditional media lack some of the
obvious advantages of new media.

People generally prefer to do business with someone they know and
trust and article marketing gives you the opportunity to make
yourself familiar to your target audience. Your articles should
contain information of a general nature about the industry you
are involved in, and should offer something useful and
interesting to your readers. You will then have positively
affected your target audience, and this, in turn, will have added
value to your product.

Articles can be written by you or outsourced to a professional
copywriter or ghostwriter. There are several good websites where
you can connect with potential writers. You must use good grammar
and spelling to establish yourself as a credible expert. The tone
should be conversational, using simple but descriptive language
and limiting technical terms. If technical jargon is required,
always include an explanation of the term.

It is important to remember that your articles should be an
informative and interesting read; they are not for directly
promoting your product. Most publishing sites do not allow
blatant sales letters to be published as articles, and you will
only be damaging your reputation by distributing an article that
is nothing but hard-sell copy.

Newspapers and magazines always need fresh copy, so submitting
your articles to them may result in getting published. To have
your articles published online, submit them to an online article
directory. These directories allow you to put personal and
contact information in a "Resource Box", and it is here that
you directly advertise your business. The resource box is an
important tool to encourage readers to click through to your site
and then, hopefully, place an order.

Articles for online use will differ slightly from those intended
for hard copy. In order for your articles to be picked up by
Internet Search Engines, they need to incorporate search engine
optimization ( SEO). This involves the use of common keywords or
phrases that people would use to search for your topic on the
Internet.

Keywords should be used throughout your writing so that the
search engines can associate your article with the right search
results. This is the single best way for interested people to
find you online. The use of keywords should never be overdone,
but there are a few critical places they should appear in every
article.

1. Titles

Your title is very important; it's what the search engines list
in their search results and if readers find your title
interesting or informative, they'll click on it. And that's
your goal. Obviously, your title should be what your article is
about. Don't try to use all your keywords in the title. As
always, keep it simple and get to the point; too many words in
the title might confuse the search engines as well as readers.

2. Tags

Metatags are HTML codes that are put into your web page (in the
header or body) and are used by search engines to find and
describe your page. People viewing your page do not see them.

3. In the Article

Use your keywords in your article. You should also use
semantically related words. For example, if your keyword is
knitting, you should use words like, knitting needle, knit,
knitting gear, how to knit and knitting pattern in your article.
Using this strategy instead of just repeating your keyword over
and over again will get you better results with search engines.

Just make sure that you don't over-use the keywords or make your
articles artificial or hard to read. The best approach is to
write naturally. A reader wants a quality article on a specific
topic, not a bunch of keywords strung together.

4. In the Resource Box

Your Resource Box is a great place to use keywords. Just remember
to use different ones every once in a while. This will help
search engines figure out what your site is about. You can use
the semantically related keyword strategy here as well,
especially if you hyperlink the words.

Overall, you should develop about 20-30 keywords or key phrases,
use a variety of them in your articles and update them regularly.
Your keywords will evolve as your business evolves.

Another way to expose your articles to a global audience online
is through blogging. You can upload articles to your blog, to
give your readers interesting, useful information that can help
them solve a problem or improve their lifestyle. Blogs are a
great way of keeping in touch with customers and contacts, and
continuing to add value to your product. Again, these blog
articles must not be sales letters; they need to be interesting
and informative. Blogs tend to be a more personal means of
communicating with your readers, and this also helps to develop
trust and respect for both you and your product.

If you follow these guidelines for article marketing to promote
your online business, you will see your customers and your sales
increase.






---------------------------------------------------------------------
Enzo F. Cesario is a Copywriter and co-founder of Brandsplat.
Brandcasting uses informative content and state-of-the-art
internet distribution and optimization to build links and
drive the right kind of traffic to your website. Go to
http://www.Brandsplat.com/ or visit our blog at:
http://www.brandsplatblog.com/


--- END ARTICLE ---

Get HTML or TEXT Copy-and-Paste Versions Of This Article at:
http://thePhantomWriters.com/free_content/db/c/article-marketing-adds-value.shtm\
l#get_code



.....................................

TERMS OF REPRINT - Publication Rules
(Last Updated:  May 11, 2006)

Our TERMS OF REPRINT are fully enforcable under the terms of:

   The Digital Millennium Copyright Act
   http://thomas.loc.gov/cgi-bin/query/z?c105:H.R.2281.ENR:

.....................................

*** Digital Reprint Rights ***

* If you publish this article in a website/forum/blog,
   You Must Set All URL's or Mailto Addresses in the body
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Frequent Mistake 3 While Naming a New Company or New Product

Article Description:
====================

Too often, business owners strain for an unusual name, just
for the sake of attention. And the very unusualness of the
name then becomes a serious liability. Sometimes, a name
that is simple and clear is best. Here's why, with two
examples.


Additional Article Information:
===============================

432 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-08-11 11:00:00

Written By:     Marcia Yudkin
Copyright:      2009
Contact Email:  mailto:marcia@...


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Frequent Mistake 3 While Naming a New Company or New Product
Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/



"Your business name must be bold." Look around the Internet,
and you'll often find this advice. Your business name must grab
people's attention. Sometimes this is a valid guideline,
especially if you are in the entertainment, gadget or fashion
industries. Too often, however, I see this rule lead business
owners to strain for an unusual name, just for the sake of
attention. And the very unusualness of the name then becomes a
serious liability.

More ordinary names can sometimes work out much better than
far-fetched ones. Here are two examples of this phenomenon.

When Susan Friedmann of Lake Placid, New York went out on her
own, she christened her new company Diadem Communications.
"Diadem means crown - a fitting name for what I felt was a
crowning achievement," she recalls.

Unfortunately, however, the name meant nothing to potential
customers. Most were unfamiliar with the word diadem and did not
ask what it meant. Many didn't know how to pronounce it. More
importantly, it did not clue them in on Susan's specialty -
helping companies get results from exhibiting at trade shows.

"Going by name alone, no one would be able to determine the
least bit of information about me, my company or the services we
offer," she says.

Susan's new company name, The Trade Show Coach, communicates her
expertise instantly. "I knew I needed a name that said what I
did without people having to try and work it out." No longer
does she need to explain her business focus after introducing
herself and her company.

Graphic designer/web designer Eileen Parzek also decided she had
made a mistake by getting too creative in her business name. For
years, she went by the company name SOHO It Goes. Her tag line:
Helping Small Businesses Make a Big Impression.

"Since I live in New York State, people assumed I meant Soho,
the neighborhood in New York City rather than Small Office/Home
Office," she explains. "In addition, because I had to explain
the name to everyone I met, that was an extra hurdle to being
remembered."

She now does business under the name Business Design Studio.
"Even though it's boring, I've gotten really good feedback so
far on the new name. People understand it the first time they
hear or see it," Eileen says. "And now when I leave a voice
mail message or introduce myself, people 'get it.' What a
joy!"

Before you reach deep for a highly original, offbeat name,
consider whether something more straightforward can better help
you reach your business goals. Sometimes, a name that is simple
and clear is best.




---------------------------------------------------------------------
Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients.  For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm


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How to Use Personal Branding for a Competitive Edge

Article Description:
====================

Personal branding has proven to be a successful strategy -
one that can also help you to get a competitive edge during
your job search. If you want an exceptional career and to
achieve your goals, learn how to use personal branding.


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Distribution Date and Time: 2009-08-06 12:12:00

Written By:     Cecile Peterkin
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How to Use Personal Branding for a Competitive Edge
Copyright (c) 2009 Cecile Peterkin, All Rights Reserved
Secrets to Career Success
http://www.SecretstoCareerSuccess.com



Before you can learn much about how to use personal branding for
a competitive edge, it's important to have an understanding of
what personal branding is. Fortunately, it's possible to take a
look at the way many successful people have used personal
branding to get a feel for what it is and how it can work for
you.

Personal branding is something that has been done by a number of
well known people. Some of the most well known among them are:

  * Oprah Winfrey. Think what you will about Oprah's personality,
but from the time that she branded her show with her own name and
aired a number of her personal struggles in a public way to the
time that she launched her magazine, her book club and the talk
show careers of Dr. Phil and Rachael Ray, Oprah has remained true
to her personal brand.

  * Donald Trump. Donald Trump isn't just a real estate mogul,
he's also a man who worked hard, made his way to the top and
then, time and time again, has found ways of staying there. Trump
hotels have a certain reputation; so do his investment strategies
that are available to almost everyone who watches his
infomercials and has an internet connection, and, of course, The
Apprentice also has a large audience simply because of all that
the man has done to establish his personal brand.

In addition to Oprah and 'The Donald', there are a variety of
others who have built their identities and empires on a
foundation of personal branding. From Madonna to Bill Gates, from
Rachael Ray (who established her brand by promising to teach
others to prepare meals in 30 minutes and helping everyone to
recognize that cooking is something that everyone can do) to
Richard Branson, personal branding has proven to be a successful
strategy - one that can also help you to get a competitive edge
during your job search.

The reason that personal branding is so valuable is that it
demands self-awareness; in order to have a brand, you need to be
sure that you are able to know who you are and what you believe
in. Likewise, personal branding means knowing what you value and
making a commitment to bring it into everything that you do. Most
importantly however, personal branding is about having the
courage to be yourself - and to let others know who you are - and
the confidence to believe that you can have a positive impact.

Personal branding is something that will give you a competitive
edge during your job search because it will help you to appear
confident and strong; it also is effective because prospective
employers will see that you are committed to achieving your best
and delivering consistent results. When you take advantage of
personal branding and have the strength to market yourself and
your values, you will find that you are able to have more than
just a job - you'll find that you are well on your way to
creating an exceptional career and reaching your goals.






---------------------------------------------------------------------
Cecile Peterkin is a Certified Career Coach, Corporate Mentor,
Author and Speaker. In a world where the old definition of job
security no longer applies, managing your career, just like
managing your life, requires preparation and planning. Cecile's
Elite Career Success Guide gives you tips, advice and strategies
to achieve amazing results in your career. Find out more at
http://www.SecretstoCareerSuccess.com/


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The 2 Most Common Mistake In Naming a New Company or New Product

Article Description:
====================

Too often, business owners and organizational marketers
don't take the time to think about possible shortcomings of
the name they settle on. Instead, those shortcomings emerge
over time, costing them dearly in sales and opportunities.
It's far more cost-effective to name your product or
service properly in the first go. Use this checklist to
identify hidden pitfalls of some names so they don't
blindside you.


Additional Article Information:
===============================

567 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-08-06 11:12:00

Written By:     Marcia Yudkin
Copyright:      2009
Contact Email:  mailto:marcia@...


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The 2 Most Common Mistake In Naming a New Company or New Product
Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/



Most 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 time, costing them dearly
in sales and opportunities. Sometimes the name problems require
an expensive rebranding overhaul.

It's far more cost-effective to name your product or service
properly in the first go. Use this checklist to identify hidden
pitfalls of some names so they don't blindside you.

1. Are you using meaning elements that are obscure or unknown to
your target market? For example, an Australian company hired my
firm to rename their business communication product when they
were expanding to the U.S. because the name they'd chosen
wasn't familiar to American office workers. Words that are
everyday terms in Great Britain and Australia but not in the U.S.
include "whinge" (for whining) "redundant" (for unemployed)
and "turnover" (for annual sales).

An unfortunate mismatch between meaning and market can also rear
its head because business owners misjudge the level of
sophistication of potential customers. A software company, for
instance, was taken aback to learn that small businesses didn't
generally know that the initials "CRM" in their product name
stood for "customer relationship management." Likewise, a wine
shop named Terroir to Taste, using a French term that wine
aficionados know, didn't attract casual wine shoppers because
they mistook "terroir" for "terror."

2. Is a name or part of it difficult to pronounce? In my
childhood, I discovered that my last name, Yudkin, was hard to
say for some people, but as an adult, I'm unendingly surprised
how often my first name, Marcia, causes people to hesitate or
stumble. According to HowManyOfMe.com, "Marcia" is the 433rd
most popular first name in the United States, with 138,091
American residents having it. This shows that a word or name you
believe is familiar to people may not be.

According to studies by researchers at the University of
Michigan, when people have trouble pronouncing a product name or
business name, they consider it to be risky. Researchers at
Princeton University discovered that companies with
hard-to-pronounce names even performed less well in the stock
market than those that sat easily on the tongue. So try out your
proposed new company or product name on a broad cross-section of
people to make certain most can pronounce it easily.

3. Can your name pass the telephone test? By that I mean, if you
answer the phone saying your company name, would a caller who
didn't already know the name be able to hear it correctly? Some
company names are so baffling out of context that people can't
sort out the sounds into something that makes sense to them.
Someone once told me that when I reeled off the name of my
publicity book, they heard it as 6 Debts to Free Publicity
instead of 6 Steps. I learned to pause an extra millisecond after
"six" to get the name across, but many company names are not
salvageable in that way.

Don't let your excitement about a new company or product name
carry the day. Consider it from a variety of angles and get
feedback from folks in your target audience before committing
yourself to a name you're going to promote like crazy in the
marketplace.




---------------------------------------------------------------------
Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients.  For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm


--- END ARTICLE ---

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Article Title:
==============

Top Mistake 1 When Naming a New Company or New Product

Article Description:
====================

The top mistake in choosing a name is deciding on the name
you like best. That very obvious-sounding strategy is wrong
because of four pitfalls. Learn how evade those pitfalls to
arrive at a name you can grow with.


Additional Article Information:
===============================

780 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-08-04 10:24:00

Written By:     Marcia Yudkin
Copyright:      2009
Contact Email:  mailto:marcia@...


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Top Mistake 1 When Naming a New Company or New Product
Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/



Bear 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 is wrong because of several
pitfalls. First, names can go off the rails because you, the
namer, are not your target market. The name needs to appeal to
potential customers, not to you. Second, the name you like the
best may have negative connotations that you didn't stop to
think about. Third, your favorite name, or a close variant of it,
may already be in use, causing you to seem imitative or even
landing you in legal trouble. And fourth, the name you like most
may limit you in ways that may become painfully clear in the
future.

Let's go through these pitfalls now one by one.

Not long ago New Jersey fell into the trap of thinking of
themselves rather than of the target market when officials asked
their residents to vote on a tourism slogan for the state. The
winning entry, "New Jersey: Come See for Yourself," received
just a few more votes than "New Jersey: The Best Kept Secret."

Both of these tag lines fail because they do not give a reason
for outsiders to come explore. Outsiders, who may have an image
of New Jersey as an over-industrialized collection of chemical
factories, won't see anything compelling in those phrases. If
the contest organizers had let non-New Jerseyites react to
possible slogans, it would have become clear that those slogans
were lame and uninteresting to the target market.

For business names, what insiders to the business choose may have
a meaning element that customers don't relate to or cannot
pronounce. For example, if an optical shop decided to call itself
Refractions, they'd be sabotaging themselves, because the
average person doesn't know that "refraction" is the principle
of physics that enables glasses to correct vision.

Likewise, a bakery might fall in love with the name Painique
(pan-EEK), where "pain," which means "bread" in French, was
supposed to be pronounced in the French way rather than as
rhyming with "rain." However, where the typical shopper
doesn't know French, the name would be baffling and off-putting.

Choosing the name you like best can also be disastrous if you
don't take the time to explore whether or not there are negative
implications to the name. This happened to a shoe company in
England, which was exciting about naming a sport shoe Zyklon, not
realizing that this was the brand name of the gas used by the
Nazis to kill millions during World War Two.

Similarly, someone who went with the company name Grand Poobah
Publicity because they loved the way it sounded would eventually
find out that to language mavens and Gilbert and Sullivan fans,
the company was mocking itself. The Grand Poobah was a haughty
character in "The Mikado" who had an undeservedly high opinion
of himself.

Going only by what you like can also blind you to the fact that
your name, or something resembling it, may already be in use. For
instance, a golf course near me in Western Massachusetts called
its modest little eatery Tavern on the Green, and found it
ridiculous when the famous restaurant by that name in New York
City sent it a letter demanding it stop using the name.
Ridiculous or not, most businesses receiving such a letter sooner
or later have no choice but to give in. It's smarter to check
whether or not a name is legally in the clear prior to finalizing
it.

Even when a name just echoes something else rather than exactly
imitating it, the public may feel that your name is derivative
and unoriginal. If you fell in love with the name Sir Salad for
your casual restaurant, people might think you'd copied the
chains Sir Speedy or Sir Pizza, even if you weren't aware those
existed.

Finally, the name you like most could be so narrow in scope you
are unable to expand. With the name Becky's Bookkeeping, Becky
may have trouble later when she realizes clients need help with
filing and organizing as well as with their financial records.

Perhaps the most surprising point to many people is that it
isn't essential to have a blinding love for your new company
name. It's far better if you think systematically about what the
name should accomplish for you and go rigorously through your
brainstormed list with those criteria in mind. You may already
have overlooked the name that best meets those clear-headed,
unemotional naming criteria!




---------------------------------------------------------------------
Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients.  For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm


--- END ARTICLE ---

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For a Better New Product Name or New Company Name, Create a Scorecard

Article Description:
====================

Create a list of criteria for your new business name or product
name before you start brainstorming. This enables you to winnow
your list to the top names with confidence.


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===============================

501 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-07-29 10:48:00

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For a Better New Product Name or New Company Name, Create a Scorecard
Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/



Imagine being asked to judge a martial arts competition while
never having studied karate, tai chi, judo or the like. You might
latch on to a favorite whose moves you admire only to learn from
people in the know that this competitor's form was actually
embarrassingly and even dangerously bad. Or you might feel
completely frozen in your ignorance, unable to recognize a
competitor whose power and style were clearly head and shoulders
above the rest.

You'd do better with a list of judging criteria, such as
"posture," "balance," "presence," "power," and so on. By
knowing what you're looking for, you more easily see it when
it's in front of you.

This analogy applies neatly to business naming, whether for
companies or products. I've seen organizations pass over a
strong, winning name in favor of a weaker one when they go on
nothing other than their feelings. And I've seen companies
struggle to finalize a perfect name because they can't feel
confident that it truly fits the bill. They have no firm criteria
with which to assess competing possibilities.

For brainstorming a list of names, you don't need guidelines on
what the final name must be like. Indeed, it's often best to
generate possible names wildly, profusely and without censoring,
and only later to winnow them.

Before attempting to narrow down your list of candidates, create
a list of criteria or a scorecard. To name a new sporting goods
product, for instance, the criteria might include:

  * Must make sense at first hearing to both basketball and soccer
players.

  * Should be easy to say out loud and relatively easy to spell.

  * Must convey that the product has something to do with safety.

  * Needs to be trademarkable and have a matching domain name
available.

  * Should have a fun sound and positive connotation, without
being corny.

Using such a list, you'd go through the name candidates and
eliminate all the ones that didn't fit the criteria.

A company in the same line of business but with a different
history, goals and corporate personality might generate quite a
different list of criteria.

A scorecard would be a bit more complicated than a list of
criteria. Not only would you write down the qualities your ideal
name should have, you would also give each quality a numerical
weight so that some items on the list have more impact in
determining the suitability of a name than others. Using this
system, a name might turn out to be acceptable even though it
didn't meet every qualification if it met the most important
points.

A freelance namer for my company, in looking at the memo I
created for a product naming assignment, quoted to me this saying
by Charles F. Kettering: "A problem well stated is a problem
half solved." I agree wholeheartedly. The scorecard enables you
to know whether you've come up with a winner, you need to keep
at the task longer or you should really scrap the efforts so far
and make a fresh start.




---------------------------------------------------------------------
Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients.  For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm


--- END ARTICLE ---

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Article Title:
==============

Does Your Proposed New Company Name Open the Door to Ridicule?

Article Description:
====================

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 by these tests so you can tweak the
name or reject it if necessary to avoid predictable
problems.


Additional Article Information:
===============================

516 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-07-28 16:00:00

Written By:     Marcia Yudkin
Copyright:      2009
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Does Your Proposed New Company Name Open the Door to Ridicule?
Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/



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 by these tests so
you can tweak the name or reject it if necessary to avoid
predictable problems. Also ask the funniest people you know
whether they see an obvious (well, obvious to them, at least) way
to make your firm a laughingstock.

1. What do the initials spell? One reason why National Skyway
Freight changed its name to Flying Tigers is that "NSF" is a
well-known abbreviation for "not sufficient funds." Likewise,
you wouldn't want to discover after you'd already invested in
and promoted your name that disgruntled customers were calling
Condo Renovators United of Detroit, your company, "CRUD."

2. Does the name resemble or evoke a disreputable word? Marketers
coined the name Allegis as an umbrella name for United Airlines,
Hertz, Hilton and Westin Hotels. However, many people who looked
at the first five letters thought about "allegedly" and
"allegations" rather than "allegiance." That, together with
the challenge of pronouncing it, led the corporation to abandon
its $7.5 million investment in the name and go back to its
previous name, UAL Corporation. Something similar happened to
Allegheny Airlines, which got tagged with the nickname "Agony
Airlines" until it renamed itself USAir.

3. Do the letters or anything about the way the name is spelled
suggest anything negative? When Standard Oil (S.O.) of New Jersey
morphed into Esso, then came in for criticism under the name
Exxon, commentators sometimes latched onto the double "X" and
called it the "Double Cross Company." Likewise, you might find
it cute to call your café that's at the corner of Sixth Avenue
and Route 66 "Café 666," but many people associate the number
666 with the devil, so this would be certain to generate
notoriety - negative publicity.

4. Does the name suggest a catchy parody version? You can't
prevent this kind of lampooning entirely, but you also don't
want to make it easy for the public to make fun of you. The
natural foods supermarket chain Whole Foods is often derisively
called "Whole Paycheck" by those who find its prices high, and
the elite department store Neiman Marcus has been dubbed Needless
Markup. People who do not like the food at Applebees, a casual
restaurant chain, call it "Crapplebees." Be forewarned about
this move by asking your comedian friends how they'd twist your
proposed name in a satire.

5. Does the name shorten into something you'd be embarrassed
about? In New York City, the neighborhood South of Houston Street
became known as "SoHo." Washington Mutual, a bank, similarly
let its name get shortened into "WaMu." However, if your
company was named "California Carriers," you would most
definitely not want to be known as "CaCa."

Make sure these techniques don't turn you into a humor target!
Be wise about selecting a name that is easier to keep reputable.




---------------------------------------------------------------------
Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients.  For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm


--- END ARTICLE ---

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Article Title:
==============

Need a New Business Name?  Try an Extended Metaphor

Article Description:
====================

When images and words work together to develop one concept in
several different ways, that's an extended metaphor. Extended
metaphors give readers pleasure, make a company more memorable
and have unlimited creative potential to help a company's new
name stand head and shoulders above the competition.


Additional Article Information:
===============================

522 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-07-23 10:00:00

Written By:     Marcia Yudkin
Copyright:      2009
Contact Email:  mailto:marcia@...


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Need a New Business Name?  Try an Extended Metaphor
Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/



Sometimes a business name functions simply as a name, like
Constant Contact, the email service that delivers newsletters.
Look at their web site and you won't easily find any images or
wordplay that take off from the words "constant" or
"contact."

On the other hand, Named At Last, my company, uses the idea of
storks bringing clients a new name both in the images of storks
flying and in phrases like "Head Stork," my title, and
"Storklets," for the company's freelance namers. When images
and words work together to develop one concept in several
different ways, that's an extended metaphor.

Extended metaphors give readers pleasure, make a company more
memorable and have unlimited creative potential to help a company
stand head and shoulders above the competition.

To understand just how unlimited that potential can be, consider
a tech support company, Geek Squad. On 19 pages scattered through
a 44-page supplement glued into the August 2006 issue of Wired
magazine, this company brilliantly riffed both verbally and
pictorially on the theme of its name. You can get a sense of how
they do this also at their web site, GeekSquad.com.

In the Wired supplement, extended metaphor techniques that they
used to develop the Geek Squad as a techie version of the 1950s
FBI include:

  * Consistent color scheme (burnt orange, black and white) and
retro visual style in fonts, lighting, badges, people's hairdos
and uniforms

  * Explanation of how the logo harks back to the days when
"service stations" gave you a lot more than just gas

  * Terminology like "agents" and "force" instead of "staff"
or "associates" and "team"

  * Sense of humor that's as geeky as the name ("...provide
computer support 24/7/365. 366 in leap years.")

  * Timelines illustrating not only the company's development but
also technical milestones in general, always humorously presented

  * Accessories that fit the image: ramen noodles, breath mints
and wristwatches accurate to within 10 seconds

  * A Latin motto (Latin being a geeky language), "Cura et
Celeritas" (roughly, "Care and Speed")

  * Games, including "official slug-bug rules" and a crossword
puzzle with geeky clues like "Comes after zettabyte"

  * Recipes, like one for "Black Hole Upside-Down Cake," and
self-rating questionnaires, like "Are you a smasher?" (Have you
attempted to reboot your computer with your wingtips?")

  * Hobbies of the "agents," such as sci-fi, and an employee
motto: "I swear I will always come to your aid even if there's
a sci-fi marathon in town and they're playing the episode with
the super-creegy alien vampire girl."

  * Tech tips, like how to retrieve data by putting a hard drive
in the freezer for a certain length of time, and therapeutic
advice, like how to calm yourself if you experience a computer
catastrophe

  * Case studies, such as how Agent #41 keeps the rock group U2
technically going while on the road

  * Prices - well, no humor there, although the style and look
remain consistent with all the rest

A group of creative aces obviously had a blast generating all
these spinoffs of the central metaphor of a squad of geeks. I
certainly had great fun consuming their inventiveness, and I
don't think I'll soon confuse them with competitor Rent-a-Nerd.






---------------------------------------------------------------------
Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients.  For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm


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The Mystique of Numbers in Company Names

Article Description:
====================

Numbers have personalities that you need to be aware of when
using them in company or product names. This principle is
illustrated with several examples and a few warnings about using
numbers in company names.


Additional Article Information:
===============================

524 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-07-22 11:36:00

Written By:     Marcia Yudkin
Copyright:      2009
Contact Email:  mailto:marcia@...


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The Mystique of Numbers in Company Names
Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/



While visiting the House of the Seven Gables in Salem,
Massachusetts two weeks ago, made famous in the 1851 book by
Nathaniel Hawthorne, I mentally tried out other numbers to see if
they would sound as spooky and portentous.

To my ear, House of the Five Gables sounds all too ordinary,
while House of the Eight Gables lacks anything that would send a
chill up someone's spine. Both the sound of "seven" and its
properties as both odd and prime give it a reverberating ring.

I would go so far as to say that numbers have personalities that
you need to be aware of when using them in company or product
names.

Motel 6: Here, "six" comes across as routine and humdrum, very
much like the rooms and prices in this chain.

Super 8: If this motel chain was trying to convey higher quality
than Motel 6, it works. Note too that with two long and one short
vowel sounds to its competitor's one long and two short ones,
the name Super 8 commands more attention while taking up no more
space.

Heinz 57: Company founder Henry John Heinz engineered the
company's address at PO Box 57 in Pittsburgh in addition to
using this number in the corporate slogan ("57 Varieties") and
in the name of its steak sauce. I doubt it would have lasted
since 1896 as Heinz 28 or Heinz 91 or even Heinz 37.

Note that you don't have to provide an explanation of a number
you include in a business name. The Heinz company web site says
only that the numbers "5" and "7" had a special significance
for founder Henry John Heinz and his wife, not what that
significance was. Likewise, the bottle of "Formula 3" shampoo
that my hairdresser recently sold me says nothing about what the
"3" means.

Just be mindful that certain numbers carry heavy baggage to
members of some ethnic and religious groups. For instance,
"four" is unlucky to many Chinese because in their language
it's a homonym for death. And to Christians, the sequence
"666" signifies the devil. "Thirteen" is shunned in many
cultures for reasons unknown.

Be mindful also that for a local business, people don't know how
to look up company names starting with numbers. If you heard the
name "18 Candles" for a party products company, should you look
it up in the telephone directory under "E" for "eighteen" or
in the front of the book, before the A's? When the number comes
after a regular word, as with Studio 54, you avoid this problem.

Finally, when it comes to web domains, most people hearing a
company name with a number in it will assume it's written with
the numeral rather than in words. They'd look up motel6.com
rather than motelsix.com. Even so, you'd be smart to reserve
both versions. Motel6.com indeed corresponds to the motel chain,
but motelsix.com goes to a site for finding a cheap motel room.
Likewise, the founder of fivethirtyeight.com, a political web
site referring to the number of seats in the U.S. Congress,
thought the written-out-words looked more elegant and neglected
to reserve the domain 538.com.






---------------------------------------------------------------------
Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients.  For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm


--- END ARTICLE ---

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Article Title:
==============

Does Your Company Tag Line Pass These Five Crucial Tests?

Article Description:
====================

After looking at the many disastrous slogans that state tourism
boards have happily paid tens or hundreds of thousands of dollars
for, I suggest replacing the "feel-good" test with five much
more grounded criteria. When you're trying to decide on the best
tag line to accompany your organization' s name on the web site,
brochures, business cards, stationery, ads, mugs and mouse pads,
make sure your winner passes these five tests.


Additional Article Information:
===============================

504 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-07-16 11:48:00

Written By:     Marcia Yudkin
Copyright:      2009
Contact Email:  mailto:marcia@...


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Does Your Company Tag Line Pass These Five Crucial Tests?
Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/



Judging from the many disastrous slogans that state tourism
boards have happily paid tens or hundreds of thousands of dollars
for, even marketing professionals often use totally subjective
criteria to select tag lines. Do we like it? Is it catchy and
memorable? Does it make us feel good?

I suggest replacing the "feel-good" test with five much more
grounded criteria. When you're trying to decide on the best tag
line to accompany your organization's name on the web site,
brochures, business cards, stationery, ads, mugs and mouse pads,
make sure your winner passes these five tests.

1. Does it apply to you and not to competitors? Few people would
match "Great Potatoes. Tasty Destinations." to any other state
than Idaho. But there's nothing in "Worth a Visit, Worth a
Lifetime" to indicate Maine any more than Minnesota, Michigan or
Montana. If your tag line does not highlight something
distinctive about your company, it's not making much of a
difference to prospective customers, either.

2. Does it have nothing but positive connotations? I'm baffled
about how "Seize the Day Off" is supposed to reflect well on
Maryland. Are all the jobs in that state so horrible that
everyone there lives for the weekend? Likewise, "Things Look
Different Here" could equally be taken as a bad thing as a good
thing about Oregon, which used that slogan for many years.

3. Does it have emotional oomph? "Greatest Snow on Earth" is
certainly an energetic advertisement for Utah. Similarly,
Kentucky's "Unbridled Spirit," which refers to its
horse-related traditions, has emotional strength. Your tag line
should convey energy rather than being flat and factual.

4. Are the tone and content appropriate for the target market?
The District of Columbia has had "Taxation Without
Representation" on its license plates, which functions well as
an activist slogan for its own residents. But for tourists, that
slogan would come across as bombastic and irrelevant. Always keep
your target market firmly in mind when generating and screening
tag lines. You are not writing it for yourselves but for those
you want to attract.

5. Do you have good reasons for wanting to replace the previous
tag line? Don't toss it in the trash just because you are tired
of it. Remember that because you undoubtedly hear and see your
own tag line much more than your target market does, you may get
tired of it years sooner than they will. It's very rare for a
state to keep a successful slogan alive for more than a decade
because politicians and tourism officials get more and more itchy
to put their mark on their entity's branding. That's a very bad
reason to change. If the audience has stopped responding to it,
or it has begun to be ridiculed - those are good reasons to look
for a new tag line.

When you weigh your favorite tag lines with these five tests, you
reduce the chances of choosing one that exposes your organization
to ridicule. You boost the chances of coming out a winner.




---------------------------------------------------------------------
Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients.  For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm


--- END ARTICLE ---

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.....................................

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   You Must Set All URL's or Mailto Addresses in the body
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Article Title:
==============

Changing Your Company Name:  The Good, The Bad and The Unnecessary

Article Description:
====================

Wondering whether or not to change your company name? Several
reasons for doing this are legitimate. Other reasons should make
you stop and reconsider.


Additional Article Information:
===============================

520 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-07-16 11:00:00

Written By:     Marcia Yudkin
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Contact Email:  mailto:marcia@...


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Changing Your Company Name:  The Good, The Bad and The Unnecessary
Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/



Wondering whether or not to change your company name? Several
reasons for doing this are legitimate. Other reasons should make
you stop and reconsider.

Most of the time, companies that come to my naming company
frantic to find a new name for their firm or for a product do so
because of legal problems. They've received a case-and-desist
letter, and it's cheaper and wiser to switch than to fight.

Even those who follow corporate name games probably don't
realize that Kentucky Fried Chicken falls into this category. In
1991, the company told the public that they were changing their
name to KFC because health-conscious consumers were shying away
from the word "fried." Since the name change coincided with the
introduction of several purportedly healthier menu items, this
seemed plausible.

In fact, however, in 1990 the state of Kentucky had trademarked
its name and created the requirement that any business using the
word Kentucky for business purposes would have to obtain
permission and pay licensing fees. Kentucky Fried Chicken took
umbrage at the idea of paying for a name they'd used since 1952.
Their negotiations with the state broke down, and they adopted
KFC as their new name.

The second most common impetus for an organizational name change
is a word in the name that's gone out of favor with the industry
or with the general public. For instance, the Massachusetts State
House is considering legislation to rename the Department of
Mental Retardation the Department of Developmental Disabilities,
in keeping with altered notions of appropriate labeling.

The same goes for company names that sound old-fashioned and out
of date. In 2009, a shop called Fotos and Film raises the issue
of whether or not they're in step with today's digital
photography.

The third good reason for changing your company name is that the
name no longer fits the services you perform and the goods you
sell. If you launched as Westfield Wire and now you make mainly
cables, renaming is indeed in order.

Likewise, geographical growth or relocations can render a
business name obsolete. If Gerard County Savings Bank expands
beyond Gerard County, it should put itself in line for a name
change.

Got a name that people just can't remember or that they confuse
with your competitor? One company came to us for renaming because
even people who'd previously bought from them couldn't remember
whether they were, let's say, MyGrandPhotos.com (correct) or
YourGrandPhotos.com (the competitor). Renaming makes sense for
that situation, too.

If you're just plain tired of your name, however, forget about a
name change. It involves a lot of expense and effort to convince
the public to get on board with the new name. Don't go there for
frivolous, unnecessary reasons.

The final situation, mergers and acquisitions, which often prompt
renaming, depends on the situation. Restaurants that take over
from a disreputable or failing establishment do well to signal
their fresh start with both a name change and redecoration.
However, a company that was humming along fine before the change
of ownership should usually continue with the name they had
before. In business, longevity and consistency inspire
confidence.




---------------------------------------------------------------------
Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients.  For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm


--- END ARTICLE ---

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(Last Updated:  May 11, 2006)

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   The Digital Millennium Copyright Act
   http://thomas.loc.gov/cgi-bin/query/z?c105:H.R.2281.ENR:

.....................................

*** Digital Reprint Rights ***

* If you publish this article in a website/forum/blog,
   You Must Set All URL's or Mailto Addresses in the body
   of the article AND in the Author's Resource Box as
   Hyperlinks (clickable links).

* Links must remain in the form that we published them.
   Clean links should point to the Author's links without
   redirects having been inserted into the copy.

* You are not allowed to Change or Delete any Words or
   Links in the Article or Resource Box. Paragraph breaks
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   the paragraph breaks fall, but you cannot eliminate all
   paragraph breaks as some have chosen to do.

* Email Distribution of this article Must be done through
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   this article applies to the "WHOLE" article.


*** Author Notification ***

   We ask that you notify the author of publication of his
   or her work. Marcia Yudkin can be reached at:
   marcia@...


*** Print Publication Reprint Rights ***

   If you desire to publish this article in a PRINT
   publication, you must contact the author directly
   for Print Permission at:
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.....................................

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=====================================================================

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are owned and operated by Bill Platt of Stillwater, Oklahoma USA.
Learn more about our article distribution services by visiting:
http://thephantomwriters.com/x.pl/tpw/info/article-distribution/index.html

The content of this article is solely the property
and opinion of its author, Marcia Yudkin
http://www.yudkin.com/



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Article Title:
==============

Avoid These Five Tragic Tag Line Misfires

Article Description:
====================

A 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 should say something that encourages
ideal customers to do business with you.


Additional Article Information:
===============================

845 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-07-14 13:24:00

Written By:     Marcia Yudkin
Copyright:      2009
Contact Email:  mailto:marcia@...


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=============================================
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=============================================

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Avoid These Five Tragic Tag Line Misfires
Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/



A 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 something that
encourages ideal customers to do business with you.

Be sure to generate a lot of possibilities, and eliminate any tag
line candidates where you are forced to answer "yes" to any of
the five questions below. While I'm illustrating these points
using U.S. state slogans (For instance, "Delaware: Small
Wonder"), the criteria apply as well to small businesses,
medium-sized companies, large corporations, solopreneurs,
ecommerce sites and nonprofit organizations anywhere in the
world.

Five Common Tag Line Blunders

1. Does it flunk the uniqueness test? A tag line needs to single
out your strengths. If your tag line could reasonably apply to
your competitors, it doesn't drill down deeply enough to what
makes you different. For example, which state would you match up
with "More Than You Can Imagine"? You'd have as good a chance
at getting this right by picking a state randomly as by trying to
guess according to its intended meaning. This is a tag line used
by Maryland, but it could equally apply to Nebraska, Idaho,
Michigan or any other state with an unglamorous reputation.

Consider also the similarity between South Carolina's slogan,
"Smiling Faces. Beautiful Places" and South Dakota's, "Great
Faces. Great Places." The word "faces" in South Dakota's tag
line probably refers to the presidential heads depicted on Mount
Rushmore, and "great" appropriately applies to them. But this
tag line is so close to South Carolina's wording that it's easy
to see the South Dakota marketers didn't bring out the unique
implications of those faces well enough in their tag line.

Some tag lines heavily suggest just one owner because of
recognizable associations. Because of the popularity of the
movie, The Wizard of Oz, for example, "There's No Place Like
Home" evokes Kansas much more than any other state.

2. Is there a questionable double meaning? Not one but two
slogans of Colorado become problematic because of this factor.
"Rocky Mountain High" and "Enter a Higher State" both use the
word "high" in a way that implies not only geographical
elevation but also (at least to many in the Baby Boomer
generation) marijuana intoxication.

Another state tag line with this weakness is "Oklahoma is OK."
To many people, "OK" implies "just OK," which is such faint
praise it lacks the power of invitation. Likewise, to someone who
believes the American Midwest is boring, Illinois's "Mile After
Magnificent Mile" evokes the idea of mile after mile after mile
of sameness.

3. Emotionally, is it a clunker? "Utah! Where Ideas Connect"
used to be that state's tourism slogan, and it's significant
that they inserted an exclamation mark to try to generate some
excitement, since the concept itself is flat and unemotional. A
tag line should convey positive energy rather than simply state
some facts.

Connecticut's slogan "Full of Surprises" doesn't score well
on uniqueness, but it does have emotional oomph. Ditto for
Maine's "The Way Life Should Be."

4. Does it have an inappropriate tone? "Say WA" (for Washington
State) is a prime example of a slogan that sounds like chalk
scratching on a blackboard to anyone older than a teenager.
Remember that people with nothing better to do than to hang out
at a street corner high-fiving their friends are not the logical
target of a tourism campaign.

"Live Free or Die," which appears on New Hampshire's license
plates, is a brilliant and highly emotional evocation of the
no-sales-tax state that epitomizes Yankee independence and
political autonomy. However, this slogan doesn't work well as a
lure for tourists. Normally it doesn't make a pleasant
impression to be reminding people of their mortality in the same
breath as saying "Come visit!"

5. Are you junking the previous tag line for the wrong reasons?
Simply being tired of it is the worst possible reason. Apparently
weariness is why in 1985, Governor Anthony Earl decided that
"America's Dairyland" would no longer do as Wisconsin's
slogan. Very often, politicians or tourism officials decide to
jettison something that's working, then spend a fortune hiring
brand consultants to come up with something their constituents
hate and that bombs in the marketplace. Don't you follow in
their footsteps!

Coming up with a tag line that passes all of these elimination
tests is not easy. If I had to select a winner from all the state
slogans I've looked at, I'd award first prize to Mississippi's
"The South's Warmest Welcome." Only a few other contenders
could claim this applied to them, and it's unquestionably and
strongly inviting. Second prize goes to Alaska's "Beyond Your
Dreams. Within Your Reach." In a positive way, this counteracts
the belief of so many in the other 49 states and abroad that they
might not easily have the opportunity to experience its charms.

Good luck with your own tag line and branding!




---------------------------------------------------------------------
Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients.  For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm


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For Snazzier New Product Names, Use Creative Naming Prompts

Article Description:
====================

Try these six brainstorming prompts when you have to come up with
a new product name. Examples included!


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Distribution Date and Time: 2009-07-14 11:24:00

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For Snazzier New Product Names, Use Creative Naming Prompts
Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/



Participants in my product development seminar recently asked me
for a brainstorming session to help them come up with creative
names for information product packages - multi-format products
and services that might include a manual, CDs, coaching or
consulting and other items.

Here are the questions I posed for this group, along with some
examples illustrating product names developed from each idea.

1. What is the result your customers want?

  * Lose Weight Before Bikini Season

  * Finish Your First Marathon

  * The Fame and Fortune Program

  * Double Your Donor Base

2. Who are your customers?

  * Fun Fundraising for Museums

  * The Shy Person's Guide to Networking

  * Wanna Change the World? Social Entrepreneurship 101

3. What is the problem you solve?

  * Coach Kids' Soccer Even If You Never Played Yourself

  * Kicking Procrastination Out of Your Life

  * The "Home Depot's Coming to Town" Survival Guide for
Hardware Stores

  * Home Study Challenges Solved

4. What do happy customers say?

  * "We Built a House Ourselves!" The 10-Month Action Plan

  * The "I Used to Be Fat" Course

  * The People-Recognize-Me-Everywhere Publicity Program

5. What does your product particularly have or not have?

  * The Lose Weight Eating Chocolate Plan

  * The Earth-Friendly Lawn Care Guide

  * The No-Discipline Method of Kicking Procrastination

  * No-Rules Parenting

6. What's the customer's fondest fantasy?

  * Getting Through Your Teen's Years Still Sane

  * The Tonight Show, Here You Come!

  * Build a Four-Generation Family Business Dynasty

  * Multi-millionaire by Your Tenth College Reunion

Whatever sort of product you are creating, these questions can
help. Take a look at the words and ideas generated from each
brainstorming prompt, then combine, recombine and tweak them
further, looking for an appealing succession of words that clicks
with you and has great potential to do so with customers as well.





---------------------------------------------------------------------
Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients.  For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm


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Lessons in Business Naming from Newspaper Headlines

Article Description:
====================

Newspaper headlines often involve enjoyable wordplay - which
could easily figure in business names or tag lines as well. By
pondering a couple of dozen headlines, I was able to extract four
lessons for naming.


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538 Words; formatted to 65 Characters per Line
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Lessons in Business Naming from Newspaper Headlines
Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/



Two headlines in the "Home" section of my local newspaper
caught my eye the other day: "Natural floors can be knotty and
nice" and "Serving cheese with ease." Both headlines involve
enjoyable wordplay of the sort that could easily figure in
business names or tag lines. I can imagine "KnottyandNice.com"
as the domain name for a wooden items crafts shop, and "Cheese
with ease" as the tag line for a cheese lovers' online
community.

So I went looking for some tips on writing news headlines,
thinking they might offer valuable insights for naming, too.
After all, news editors need to come up with informative, catchy
headers numerous times every workday.

Even more challenging, their headers need to fit the available
space. They need to be able to condense or stretch an idea's
expression, depending on how many columns an article spreads
across.

My Google search didn't quickly turn up any such tips, though.
Maybe headline writing is an art passed on in secret by grizzled,
ink-stained veterans during the midnight shift.

Nevertheless, by pondering a couple of dozen headlines, I was
able to observe several key points.

1. Newspaper headline writers collect short, vivid verbs, such as
"mines" ("Obama mines small, red states"), "stirs,"
"pushes," "clings," "set," "edges," "sparks,"
"tosses," "sees," "OKs" and much more. Not only can
headlines with verbs tell a complete story, they convey energy.

Because verbs are frequently overlooked as an element in naming,
these punchy little words can help you come up with a
trademarkable name or a free domain in a competitive industry.

2. Long, vivid words can also come in handy. In the headline
"Super Bowl party can be gastronomical success," the word
"gastronomical" rescues the line from dullness. It's a
wonderful word that could be tweaked in a zillion creative ways
for a company name or tag line.

The lesson: long, vivid words can help you convey a complicated
idea concisely, as long as your average customer has an inkling
of their meaning.

3. Short, vivid words come in useful, too. Take a look at the
word "ire" in the headline "Delay in polar bear decision draws
ire of Senate." This is another kind of word that most people
understand yet probably wouldn't think to use.

4. Combined cleverly, ordinary words can please inordinately.
Besides the rhyme in "cheese with ease" and the homonym in
"knotty and nice," I also found "Hoops and hollers" atop a
photo of kids cheering at a basketball game, which illustrates
alliteration - the repetition of initial letters or sounds.

Another headline, "Bush comes clean with former addicts," used
an expression with two meanings that both tie in with the subject
matter - George W. Bush talking openly about his former drinking
problem.

All in all, your newspaper can serve as a source of instruction
and inspiration for naming. Just make sure you screen out
bloopers like these, which have actually appeared in newspapers:

  * Blind Woman Gets New Kidney from Dad she Hasn't Seen in Years

  * Grandmother of Eight Makes Hole in One

  * Quarter of a Million Chinese Live on Water

  * Stolen Painting Found by Tree

  * Squad Helps Dog Bite Victim

  * Red Tape Holds Up New Bridges

  * Iraqi Head Seeks Arms

  * Kids Make Nutritious Snacks




---------------------------------------------------------------------
Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients.  For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm


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Improved Website Sales Conversion Is The Best Answer

Article Description:
====================

When I first started learning how to make money online, I read
that Content Is King. Well, I am here to tell you that Content Is
Not King. It is an illusion (a mirage) that traps many online
business owners in the quick sand of failure.


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Distribution Date and Time: 2009-07-08 13:36:00

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Improved Website Sales Conversion Is The Best Answer
Copyright (c) 2008-2009 Bret Plummer
Home Biz Cowboys
http://www.HomeBizCowboys.com



When I first started learning how to make money online, I read
that "content is king." Well, I am here to tell you that
"content is not king." It is an illusion (a mirage) that traps
many online business owners in the quick sand of failure.

"Content for the sake of content" is pointless.

Now, don't get me wrong here. Content is a good thing, so long
as it will help deliver a potential customer to your sales page
or the sales page of your advertisers. Any content that does not
deliver a potential customer to a sales page is content that has
not lived up to its true purpose, plain and simple.

A Number's Game

No web page or website will ever deliver a 100% conversion rate,
so it is imperative for a website owner to devise some method for
tracking patterns and sales conversion results on their
websites.

Many people use and recommend Google Analytics for tracking
website sales conversions (http://www.google.com/analytics/). The
best benefit of using Google Analytics is the cost... it is
free.

Personally, we are unsatisfied with the results that we get from
Google Analytics, and we feel there has to be a better way. A few
similar products worth considering include:

  * http://www.metasun.com/
  * http://www.sales-n-stats.com
  * http://www.onestat.co.uk/

Real Numbers For Consideration

The Internet Retailer website compiled some interesting
information back in 2005 and 2006. You can buy the 2006 data on
their website, and they provide a good portion of the 2005 report
on their website for free. This information comes from its 2005
report of the Top 500 online retailers:
http://www.homebizcowboys.com/2005-net-sales-stats

In 2005, the top 500 online retailers completed 523.9 million
separate sales at an average ticket price of $118. This in itself
is a number that can encourage smaller website owners to have
confidence in their future, but it is not the number I am most
concerned with sharing with you today.

This article is about "sales conversion", so it is imperative
that I show you what you should expect from your own sales
conversion.

The Internet Retailer report shows us how the top online
retailers are performing as far as sales conversion on their own
websites. As you will see in this breakdown, sales conversions
based on monthly visits (by visitor) varied widely, even within
the same industries.

  * Chain Retailers ranged from 0.45% to 23% conversion;

  * Catalog and Call Center Operations ranged from 0.39% to 23.5%
conversion;

  * Web-Only Merchants averaged between 0.10% to 31% conversion;
and

  * Consumer Brand Manufacturers ranged from 0.75% to 20.2%
conversion.

Web-Only Merchants stand out in two ways: they scored the lowest
conversions and the highest conversion rates at 0.10% and 31%.

Closer To Home

One of our "cowboy" friends has been working on his conversion
rates with our help, through his free report and online
newsletter. It is always easier to give away information than it
is to close a sale on someone's first visit to your website. So,
he has adjusted his approach to build his email list first, and
then to use good content to drive his sales down the road. (Yes,
good content does have its place in the world.)

He still uses the old methods of promoting his websites that he
has used for years. But now, he is trying out different
advertising models to strengthen his opt-in numbers.

Banner Advertising

We have all heard about how bad banner advertising is, but my
cowboy friend had read someone's eBook, where they said that
they are making tons of money with banner advertising.

Willing to try anything once, my cowboy friend undertook his
first banner advertising promotions with the AdBrite Network
(http://www.adbrite.com/).

In his first run at the system, his banners only generated
0.0005% CTR's (click-through's) to his website. So he
readjusted his banners and took another pass. With his second
run, he generated 0.0054% CTR's. Again, he redesigned his
banners and took another pass at the system. This third time out,
he had managed to raise his banner clicks to 0.0695%.

On his third run of 144,000 banner impressions, he generated 101
clicks to his newsletter sign-up page. By spending one-third less
money than he spent on his first run, he generated 100 times more
CTR's than he did on his first pass.

These numbers only reflect how many of his banner displays
generated a visitor to his website.

The industry conversion rates shown previously in this article
only reflect the actions people took once they were at a website.
For my cowboy friend, once people landed on his website after
clicking a banner ad, he was able to convert 3% of his visitors
to subscribers.

Co-Registration Marketing

Co-registration is a process by which one company will offer a
subscription to its visitors, and then on its "Thank You" page,
it will offer other subscriptions to similar but non-competing
publications.

At the end of my friends' banner advertising campaign, he
started a co-registration campaign. He started running his
campaign in small increments, so that he could tweak his system
as it progressed.

In his first 5,000-exposure pass, he generated a 0.5% CTR to his
subscription page and converted 4% of his visitors to
subscribers.

So, he tweaked his landing page and was able to increase his
conversions to subscribers to 12% on his next run.

The next time through, he tweaked his co-registration
advertisement. He saw his CTR increase to 2%.

He checked his stats, and then tweaked his system again. With the
latest tweak, he is jubilant about his results. On his fifth
pass, his results were so promising that he kept the system
moving forward unabated.

With his last 4926 co-registration exposures, he generated 104
clicks to his website (2.11% CTR). Although he is still running
about industry average on his CTR's from the co-registration
page, he is getting a 55% visitor-to-subscriber conversion rate
(58 subscribers from 104 visitors).

Good Statistics Are Integral To One's Success

Without good conversion statistics, it is nearly impossible to
know how one can improve their overall conversion results.

Good tracking stats can show you when you have improved your
conversions, and they can show you when you have diminished your
conversion rates. Every time you make a change to your
advertising, you should keep a backup of your original copy, just
in case your changes produce poorer results instead of better
results. If you see your conversions go down, then go back to the
copy you had used prior to your last change.

By using his conversion statistics as a measure of his success,
my friend was able to increase his results from banner
advertising 100-fold in just a few weeks. When he took the same
process to co-registration, he was able to increase his
conversion results again, getting 58 times more subscribers for
the same cash investment.

Learning From Our Friends...

We are working to duplicate the success of our friend. We had
always thought that our own 10% visitor-to-subscriber conversion
rate was pretty good, but 55%? Wow!

Going forward, my point is simple. Before investing great sums of
money into driving traffic to one's website, the first and most
important task should be to drive enough traffic to your website
to get some real conversion data and to tweak and improve your
conversion results. Once you know that you are converting well on
the traffic you are already receiving, then and only then should
you consider stepping up your investment into driving traffic to
your website.

If I had called this article, "Increase Your Sales by 5,800%,"
you would have assumed me to be a hype-salesman, and you would
have skipped over my article altogether. But, if you ask my
friend, he would tell you in his own words, "If he can do it,
then anyone can do it." And that includes you, my friend. If he
can do it, then YOU can do it too.





---------------------------------------------------------------------
Bret Plummer is one of the Home Biz Cowboys. Learn Today, how to
successfully start your own Online Business and start generating
a sustainable income within a few short weeks. Visit our website
now, and sign up to receive our FREE 8-Week Training Course. Be
sure to also confirm your subscription right away, so that you
will not miss a single day: http://www.homebizcowboys.com/


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Online Branding - the Basics

Article Description:
====================

The term "brand" has been around for many years and can be used
to refer to a company name, a product name, an advertising
campaign or a logo. Branding is used to create an emotional
attachment to a product or company. It can also create a sense of
perceived higher quality or value. In internet marketing,
branding is more than logos and theme songs. Branding lets
customers know who you are, what you do and how you do it. It's
your promise of value.


Additional Article Information:
===============================

884 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-07-08 10:24:00

Written By:     Enzo F. Cesario
Copyright:      2009
Contact Email:  mailto:ennzo.f.cesario@...



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Copyright (c) 2009 Enzo F. Cesario
BrandSplat
http://www.Brandsplat.com/



The term "brand" has been around for many years and can be used
to refer to a company name, a product name, an advertising
campaign or a logo. Branding is used to create an emotional
attachment to a product or company. It can also create a sense of
perceived higher quality or value.

In internet marketing, branding is more than logos and theme
songs. Branding lets customers know who you are, what you do and
how you do it. It's your promise of value. Effective branding
will increase your potential customer base and more potential
customers will always equal more sales opportunities.

In recent years, consumers have been spending more time and money
on the internet. In addition to communicating with friends,
they're comparison shopping and making more and more purchases
online. It's imperative for a business to use the internet to
make an impact.

Here are a few ways to define your online identity:

Describe Your Brand First - Start With What You Do

When they land on your website, your visitors should know
immediately what your company does and how it can help them.
Don't be ambiguous and don't try to be too cute. Build a unique
shopping experience that a visitor will remember. With regard to
graphics on your website, remember that images can convey more
than words, and good ones can play a major part in online
branding.

Find Your Target Market

The focus of a marketing campaign is people. Your goal is to
reach a subset of the population who might be interested in your
particular product - your target market.

The more you know about your target market, the more precisely
you can develop a marketing strategy. Your branding efforts
should focus on that target market. Your message should be clear
and should appeal to your visitor and make them realize the
benefits of visiting your website, your store and ultimately
buying your products or services.

Humanize Your Website

What is your company's personality? The online world can be a
cold and daunting place. Your branding efforts can be much more
effective when you add a human element to your website. Brands
are like people in that a strong one has personality, expresses
opinions and elicits feelings. Your website and brand could and
should do the same thing.

If you are the sole owner, put your name and photo on your site
to take away the mystery and distrust of a cold, impersonal
website. Take a good look at your site. Does your design scheme
complement your identity? You should be working toward your site
having its own identity, unique language and clear personality.

Take a look at some of the sites you enjoy visiting and see what
makes them special and satisfying to you. Branding is not about
making your site more corporate - it's about making it personal
so that visitors want to come back.

Be Consistent

For effective branding on the web, you should be consistent in
terms of your approach, your message and your language throughout
your visitors' experience. Any gateway to your customers -
website, blog, newsletter, emails - should have your consistent,
unique personality.

Content, Content, Content

Just as location, location, location is crucial in real estate,
having great content on your site is a major factor in getting
customers to return. Useful, brand-related information coupled
with your unique voice will help you gain fans and ultimately
loyal customers.

With good content, your website becomes "sticky", that is,
it's able to keep visitors on the site browsing and reading
longer. When the content is what people are looking for, they are
not only more likely to stay longer, they'll bookmark your site
and maybe recommend it to others. They will learn that you are a
reputable source of information and eventually go to your site
for purchases.

Your branding goal should be to provide rich information on your
site to build an expert reputation that will be recognized by
both customers and search engines.

Have an Online Presence Outside of Your Site

Post regularly to online forums where people who might be
interested in your brand are gathering. Use your expertise in
your field to offer intelligent and useful information and
include a link to your website in your signature.

With good online content, you can satisfy people's craving for
suitable information and increase your linking strategy at the
same time. For example, if you have a site that sells art and
painting supplies, you could write a history article on Rembrandt
to be published online. This page for history or art buffs will
now link potential customers from your target market to your
site, and will become part of your linking strategy.

On your website, offer a free newsletter or rss feed. This will
allow you to build a database of potential customers who have
gone out of their way to express interest in your brand. Your
newsletter will then allow you to deliver your message to an
interested audience with a controlled frequency that will further
build your brand.

Customers are becoming savvy and more discriminating when it
comes to online interactions, and retailers need to provide a
consistent, positive marketing experience. Great websites put
substance before flash and that's what branding is all about -
your promise of value.




---------------------------------------------------------------------
Enzo F. Cesario is a Copywriter and co-founder of Brandsplat
(http://www.Brandsplat.com/), the only online marketing and
advertising company employing Brandcasting, the most effective
way to brand your company on the web.  Brandcasting uses
informative content and state-of-the-art internet distribution
and optimization to build links and drive the right kind of
traffic to your website. The approach is simple, highly effective
and affordable. Learn more at: http://www.Brandsplat.com/
and http://www.brandsplatblog.com/


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Article Title:
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Write a Book and Catapult Your Company to New Heights by Branding Yourself As an
Expert

Article Description:
====================

New advances in publishing technology make it possible to turn
yourself into a recognized expert and to grow your business by
publishing a book inexpensively and easily, despite your lack of
experience in the publishing field.


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===============================

847 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-07-07 12:24:00

Written By:     Charles Jacobs
Copyright:      2009
Contact Email:  mailto:charles.jacobs@...


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Write a Book and Catapult Your Company to New Heights by Branding Yourself As an
Expert
Copyright (c) 2009 Charles Jacobs
Retire And Write
http://www.retireandwrite.com



Taming the recessionary tiger is not as difficult as you think.
Forget the old patterns of spending big bucks to buy advertising
or blast postal mailings to thousands of possible buyers. The
dollars aren't there to spend in a broken economy. Today every
penny has to count, and that happens only when you define your
market exactingly and tailor a message that is meaningful to it.

We are in a world of specialization. People in every niche seek
information both on and off line. You can be the person to whom
they turn to find that information. There is a way to brand
yourself as an expert and to make your business or professional
office the place customers or clients think of first. When
reporters need a quote or perhaps some background material for a
story they're working on, make sure they turn to you, not to one
of your competitors.

Raising Your Reputation

It is almost axiomatic that your reputation rises to new heights
when you write and publish a book. And in today's world, for the
first time it is easy, fast and inexpensive to turn your words
into print.

New printing technology has give birth to a new generation of
publishers. Publishing on Demand (POD) has swept through the
industry, churning out thousands of books and boosting the
reputations of their authors. With this process, books can be
printed in any quantity you need to use as promotional tools.
They can be rapid-reading booklets of 30 or 40 pages or they can
be full blown books of anywhere from 75 to 200 or more pages.

Journalism today has moved strongly into specialization. You can
send the book to members of the press and to broadcast
journalists who write about topics related to your product. They
may review your book or simply write a blurb about it, sending
hundreds of readers to your web site, office or store.

Once recognized as a leader in your field, you may well be asked
to speak at various functions, adding further to your reputation.
All of these possibilities are part of the program of branding
yourself...identifying yourself as an expert.

Getting Assistance

Perhaps you have a talented staff member who can write the book
with you. Or even for you. You certainly have the option of
turning to a professional writer to ghost write the book. It is
done frequently. If you don't require that degree of assistance,
contact a Book Coach to help you over the occasional bumps.

It is highly likely that your business is already represented by
a web site on the Internet. Add a page to the site about yourself
and about your book. What a wonderful opportunity to sell your
book from the site and not have to pay commissions.

You may want to piggy back on the book and write articles for
distribution throughout the Web. Hundreds of thousands of people
will see your piece and hopefully a percentage will respond. You
can distribute these articles at no cost by using online article
distributors.

Once your book has been written, you can take portions of it and
either rewrite them or run them as excerpts. In either case, your
workload is minimal because you are drawing on something you have
already written.

Writing for Trade Journals

You undoubtedly read some of the trade journals published in your
field. Editors of these publications are hungry for informative,
meaningful articles. They care far less about your writing style
or ability than they do about the content you can provide. Their
staffs can polish what you write and turn it into quality pieces,
but they must first rely on you to supply the content.

Every article you write offers a perfect opportunity to attract
business. The article itself must be informative. It can't be a
press release or a selling tool for you or your product. But at
the end, as you have seen so many times when you read, the bio
box about the author becomes a free advertisement for you.

Fill the box with information that invites your reader to visit
your web site or buy your product. Provide enough information to
allow the reader to trust you because of your credentials. Never
forget that trust is a major factor in attracting a potential and
closing a sale.

By following this approach you quickly build confidence in your
expertise and as a result in your product. Print and broadcast
journalists today search the Web for likely stories and for
experts who can be used in those stories. A few references to you
or your business in print or on the air will raise your rate of
sale to unexpected heights.

If you are running a practice or a business, you are a
knowledgeable professional or an informed businessperson. Harness
that unique background and turn it into one of the most
inexpensive, but most effective methods of branding yourself as
an expert and promoting your company as one of the leaders in its
field. It is an ideal way to offset the depression blues.






---------------------------------------------------------------------
If you need help writing your book, contact award winning author
and book coach Charles Jacobs at coaching(at)wisewriter.net for
a free consultation. His latest book, "The Writer Within You",
has been named one of the Best Books of the Year by seven
organizations. Axiom awarded it a gold medal in the business
category. It is available at all bookstores or on the Web at
http://www.retireandwrite.com/


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http://www.retireandwrite.com



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Changing Your Company Name:  The Good, The Bad and The Unnecessary

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Wondering whether or not to change your company name? Several
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Changing Your Company Name:  The Good, The Bad and The Unnecessary
Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/



Wondering whether or not to change your company name? Several
reasons for doing this are legitimate. Other reasons should make
you stop and reconsider.

Most of the time, companies that come to my naming company
frantic to find a new name for their firm or for a product do so
because of legal problems. They've received a case-and-desist
letter, and it's cheaper and wiser to switch than to fight.

Even those who follow corporate name games probably don't
realize that Kentucky Fried Chicken falls into this category. In
1991, the company told the public that they were changing their
name to KFC because health-conscious consumers were shying away
from the word "fried." Since the name change coincided with the
introduction of several purportedly healthier menu items, this
seemed plausible.

In fact, however, in 1990 the state of Kentucky had trademarked
its name and created the requirement that any business using the
word Kentucky for business purposes would have to obtain
permission and pay licensing fees. Kentucky Fried Chicken took
umbrage at the idea of paying for a name they'd used since 1952.
Their negotiations with the state broke down, and they adopted
KFC as their new name.

The second most common impetus for an organizational name change
is a word in the name that's gone out of favor with the industry
or with the general public. For instance, the Massachusetts State
House is considering legislation to rename the Department of
Mental Retardation the Department of Developmental Disabilities,
in keeping with altered notions of appropriate labeling.

The same goes for company names that sound old-fashioned and out
of date. In 2009, a shop called Fotos and Film raises the issue
of whether or not they're in step with today's digital
photography.

The third good reason for changing your company name is that the
name no longer fits the services you perform and the goods you
sell. If you launched as Westfield Wire and now you make mainly
cables, renaming is indeed in order.

Likewise, geographical growth or relocations can render a
business name obsolete. If Gerard County Savings Bank expands
beyond Gerard County, it should put itself in line for a name
change.

Got a name that people just can't remember or that they confuse
with your competitor? One company came to us for renaming because
even people who'd previously bought from them couldn't remember
whether they were, let's say, MyGrandPhotos.com (correct) or
YourGrandPhotos.com (the competitor). Renaming makes sense for
that situation, too.

If you're just plain tired of your name, however, forget about a
name change. It involves a lot of expense and effort to convince
the public to get on board with the new name. Don't go there for
frivolous, unnecessary reasons.

The final situation, mergers and acquisitions, which often prompt
renaming, depends on the situation. Restaurants that take over
from a disreputable or failing establishment do well to signal
their fresh start with both a name change and redecoration.
However, a company that was humming along fine before the change
of ownership should usually continue with the name they had
before. In business, longevity and consistency inspire
confidence.




---------------------------------------------------------------------
Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients.  For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm


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For a Better New Product Name or New Company Name, Create a Scorecard

Article Description:
====================

Create a list of criteria for your new business name or product
name before you start brainstorming. This enables you to winnow
your list to the top names with confidence.


Additional Article Information:
===============================

501 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-06-25 11:00:00

Written By:     Marcia Yudkin
Copyright:      2009
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For a Better New Product Name or New Company Name, Create a Scorecard
Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/



Imagine being asked to judge a martial arts competition while
never having studied karate, tai chi, judo or the like. You might
latch on to a favorite whose moves you admire only to learn from
people in the know that this competitor's form was actually
embarrassingly and even dangerously bad. Or you might feel
completely frozen in your ignorance, unable to recognize a
competitor whose power and style were clearly head and shoulders
above the rest.

You'd do better with a list of judging criteria, such as
"posture," "balance," "presence," "power," and so on. By
knowing what you're looking for, you more easily see it when
it's in front of you.

This analogy applies neatly to business naming, whether for
companies or products. I've seen organizations pass over a
strong, winning name in favor of a weaker one when they go on
nothing other than their feelings. And I've seen companies
struggle to finalize a perfect name because they can't feel
confident that it truly fits the bill. They have no firm criteria
with which to assess competing possibilities.

For brainstorming a list of names, you don't need guidelines on
what the final name must be like. Indeed, it's often best to
generate possible names wildly, profusely and without censoring,
and only later to winnow them.

Before attempting to narrow down your list of candidates, create
a list of criteria or a scorecard. To name a new sporting goods
product, for instance, the criteria might include:

  * Must make sense at first hearing to both basketball and soccer
players.

  * Should be easy to say out loud and relatively easy to spell.

  * Must convey that the product has something to do with safety.

  * Needs to be trademarkable and have a matching domain name
available.

  * Should have a fun sound and positive connotation, without
being corny.

Using such a list, you'd go through the name candidates and
eliminate all the ones that didn't fit the criteria.

A company in the same line of business but with a different
history, goals and corporate personality might generate quite a
different list of criteria.

A scorecard would be a bit more complicated than a list of
criteria. Not only would you write down the qualities your ideal
name should have, you would also give each quality a numerical
weight so that some items on the list have more impact in
determining the suitability of a name than others. Using this
system, a name might turn out to be acceptable even though it
didn't meet every qualification if it met the most important
points.

A freelance namer for my company, in looking at the memo I
created for a product naming assignment, quoted to me this saying
by Charles F. Kettering: "A problem well stated is a problem
half solved." I agree wholeheartedly. The scorecard enables you
to know whether you've come up with a winner, you need to keep
at the task longer or you should really scrap the efforts so far
and make a fresh start.




---------------------------------------------------------------------
Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients.  For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm


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The Mystique of Numbers in Company Names

Article Description:
====================

Numbers have personalities that you need to be aware of when
using them in company or product names. This principle is
illustrated with several examples and a few warnings about using
numbers in company names.


Additional Article Information:
===============================

524 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-06-18 11:12:00

Written By:     Marcia Yudkin
Copyright:      2009
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The Mystique of Numbers in Company Names
Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/



While visiting the House of the Seven Gables in Salem,
Massachusetts two weeks ago, made famous in the 1851 book by
Nathaniel Hawthorne, I mentally tried out other numbers to see if
they would sound as spooky and portentous.

To my ear, House of the Five Gables sounds all too ordinary,
while House of the Eight Gables lacks anything that would send a
chill up someone's spine. Both the sound of "seven" and its
properties as both odd and prime give it a reverberating ring.

I would go so far as to say that numbers have personalities that
you need to be aware of when using them in company or product
names.

Motel 6: Here, "six" comes across as routine and humdrum, very
much like the rooms and prices in this chain.

Super 8: If this motel chain was trying to convey higher quality
than Motel 6, it works. Note too that with two long and one short
vowel sounds to its competitor's one long and two short ones,
the name Super 8 commands more attention while taking up no more
space.

Heinz 57: Company founder Henry John Heinz engineered the
company's address at PO Box 57 in Pittsburgh in addition to
using this number in the corporate slogan ("57 Varieties") and
in the name of its steak sauce. I doubt it would have lasted
since 1896 as Heinz 28 or Heinz 91 or even Heinz 37.

Note that you don't have to provide an explanation of a number
you include in a business name. The Heinz company web site says
only that the numbers "5" and "7" had a special significance
for founder Henry John Heinz and his wife, not what that
significance was. Likewise, the bottle of "Formula 3" shampoo
that my hairdresser recently sold me says nothing about what the
"3" means.

Just be mindful that certain numbers carry heavy baggage to
members of some ethnic and religious groups. For instance,
"four" is unlucky to many Chinese because in their language
it's a homonym for death. And to Christians, the sequence
"666" signifies the devil. "Thirteen" is shunned in many
cultures for reasons unknown.

Be mindful also that for a local business, people don't know how
to look up company names starting with numbers. If you heard the
name "18 Candles" for a party products company, should you look
it up in the telephone directory under "E" for "eighteen" or
in the front of the book, before the A's? When the number comes
after a regular word, as with Studio 54, you avoid this problem.

Finally, when it comes to web domains, most people hearing a
company name with a number in it will assume it's written with
the numeral rather than in words. They'd look up motel6.com
rather than motelsix.com. Even so, you'd be smart to reserve
both versions. Motel6.com indeed corresponds to the motel chain,
but motelsix.com goes to a site for finding a cheap motel room.
Likewise, the founder of fivethirtyeight.com, a political web
site referring to the number of seats in the U.S. Congress,
thought the written-out-words looked more elegant and neglected
to reserve the domain 538.com.






---------------------------------------------------------------------
Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients.  For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm


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For Snazzier New Product Names, Use Creative Naming Prompts

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Try these six brainstorming prompts when you have to come up with
a new product name. Examples included!


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286 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-06-16 11:36:00

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For Snazzier New Product Names, Use Creative Naming Prompts
Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/



Participants in my product development seminar recently asked me
for a brainstorming session to help them come up with creative
names for information product packages - multi-format products
and services that might include a manual, CDs, coaching or
consulting and other items.

Here are the questions I posed for this group, along with some
examples illustrating product names developed from each idea.

1. What is the result your customers want?

  * Lose Weight Before Bikini Season

  * Finish Your First Marathon

  * The Fame and Fortune Program

  * Double Your Donor Base

2. Who are your customers?

  * Fun Fundraising for Museums

  * The Shy Person's Guide to Networking

  * Wanna Change the World? Social Entrepreneurship 101

3. What is the problem you solve?

  * Coach Kids' Soccer Even If You Never Played Yourself

  * Kicking Procrastination Out of Your Life

  * The "Home Depot's Coming to Town" Survival Guide for
Hardware Stores

  * Home Study Challenges Solved

4. What do happy customers say?

  * "We Built a House Ourselves!" The 10-Month Action Plan

  * The "I Used to Be Fat" Course

  * The People-Recognize-Me-Everywhere Publicity Program

5. What does your product particularly have or not have?

  * The Lose Weight Eating Chocolate Plan

  * The Earth-Friendly Lawn Care Guide

  * The No-Discipline Method of Kicking Procrastination

  * No-Rules Parenting

6. What's the customer's fondest fantasy?

  * Getting Through Your Teen's Years Still Sane

  * The Tonight Show, Here You Come!

  * Build a Four-Generation Family Business Dynasty

  * Multi-millionaire by Your Tenth College Reunion

Whatever sort of product you are creating, these questions can
help. Take a look at the words and ideas generated from each
brainstorming prompt, then combine, recombine and tweak them
further, looking for an appealing succession of words that clicks
with you and has great potential to do so with customers as well.





---------------------------------------------------------------------
Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients.  For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm


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Article Title:
==============

Write a Book and Catapult Your Company to New Heights by Branding Yourself As an
Expert

Article Description:
====================

New advances in publishing technology make it possible to turn
yourself into a recognized expert and to grow your business by
publishing a book inexpensively and easily, despite your lack of
experience in the publishing field.


Additional Article Information:
===============================

847 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-06-11 13:00:00

Written By:     Charles Jacobs
Copyright:      2009
Contact Email:  mailto:charles.jacobs@...


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Write a Book and Catapult Your Company to New Heights by Branding Yourself As an
Expert
Copyright (c) 2009 Charles Jacobs
Retire And Write
http://www.retireandwrite.com



Taming the recessionary tiger is not as difficult as you think.
Forget the old patterns of spending big bucks to buy advertising
or blast postal mailings to thousands of possible buyers. The
dollars aren't there to spend in a broken economy. Today every
penny has to count, and that happens only when you define your
market exactingly and tailor a message that is meaningful to it.

We are in a world of specialization. People in every niche seek
information both on and off line. You can be the person to whom
they turn to find that information. There is a way to brand
yourself as an expert and to make your business or professional
office the place customers or clients think of first. When
reporters need a quote or perhaps some background material for a
story they're working on, make sure they turn to you, not to one
of your competitors.

Raising Your Reputation

It is almost axiomatic that your reputation rises to new heights
when you write and publish a book. And in today's world, for the
first time it is easy, fast and inexpensive to turn your words
into print.

New printing technology has give birth to a new generation of
publishers. Publishing on Demand (POD) has swept through the
industry, churning out thousands of books and boosting the
reputations of their authors. With this process, books can be
printed in any quantity you need to use as promotional tools.
They can be rapid-reading booklets of 30 or 40 pages or they can
be full blown books of anywhere from 75 to 200 or more pages.

Journalism today has moved strongly into specialization. You can
send the book to members of the press and to broadcast
journalists who write about topics related to your product. They
may review your book or simply write a blurb about it, sending
hundreds of readers to your web site, office or store.

Once recognized as a leader in your field, you may well be asked
to speak at various functions, adding further to your reputation.
All of these possibilities are part of the program of branding
yourself...identifying yourself as an expert.

Getting Assistance

Perhaps you have a talented staff member who can write the book
with you. Or even for you. You certainly have the option of
turning to a professional writer to ghost write the book. It is
done frequently. If you don't require that degree of assistance,
contact a Book Coach to help you over the occasional bumps.

It is highly likely that your business is already represented by
a web site on the Internet. Add a page to the site about yourself
and about your book. What a wonderful opportunity to sell your
book from the site and not have to pay commissions.

You may want to piggy back on the book and write articles for
distribution throughout the Web. Hundreds of thousands of people
will see your piece and hopefully a percentage will respond. You
can distribute these articles at no cost by using online article
distributors.

Once your book has been written, you can take portions of it and
either rewrite them or run them as excerpts. In either case, your
workload is minimal because you are drawing on something you have
already written.

Writing for Trade Journals

You undoubtedly read some of the trade journals published in your
field. Editors of these publications are hungry for informative,
meaningful articles. They care far less about your writing style
or ability than they do about the content you can provide. Their
staffs can polish what you write and turn it into quality pieces,
but they must first rely on you to supply the content.

Every article you write offers a perfect opportunity to attract
business. The article itself must be informative. It can't be a
press release or a selling tool for you or your product. But at
the end, as you have seen so many times when you read, the bio
box about the author becomes a free advertisement for you.

Fill the box with information that invites your reader to visit
your web site or buy your product. Provide enough information to
allow the reader to trust you because of your credentials. Never
forget that trust is a major factor in attracting a potential and
closing a sale.

By following this approach you quickly build confidence in your
expertise and as a result in your product. Print and broadcast
journalists today search the Web for likely stories and for
experts who can be used in those stories. A few references to you
or your business in print or on the air will raise your rate of
sale to unexpected heights.

If you are running a practice or a business, you are a
knowledgeable professional or an informed businessperson. Harness
that unique background and turn it into one of the most
inexpensive, but most effective methods of branding yourself as
an expert and promoting your company as one of the leaders in its
field. It is an ideal way to offset the depression blues.






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If you need help writing your book, contact award winning author
and book coach Charles Jacobs at coaching(at)wisewriter.net for
a free consultation. His latest book, "The Writer Within You",
has been named one of the Best Books of the Year by seven
organizations. Axiom awarded it a gold medal in the business
category. It is available at all bookstores or on the Web at
http://www.retireandwrite.com/


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