About Marcia Yudkin

Marcia Yudkin is the author of 6 Steps to Free Publicity and ten other books hailed for outstanding creativity. Find out more about her new discount naming company, Named At Last, which brainstorms new company names, new product names, tag lines and more for cost-conscious organizations, at http://www.NamedAtLast.com
Thinking Up A Great Domain Name That’s Still Available

I’d be a zillionaire if I earned a dollar each time someone complains that all the great domain names are already taken.

Branding Cures Several Marketing Headaches

Are you trying to attract business with a no-name, no-differences-from-competitors company identity?

Company Identity Goes Far Deeper Than A Logo

Graphic designers frequently play a prominent role in launching or repositioning a company. When they create a look (or new look) for a company’s stationery, brochure, ads and web site, this often goes by the name of an “identity package.”

Why Bother Building A Brand?

At a conference in Dallas not long ago, a graphic designer from Kentucky and I sat down at a table where people were exchanging business cards. I looked at his logo, and he studied the name on my card.

How to Avoid a Business Naming Disaster

An entrepreneur of my acquaintance, in a rush to get his new company up and running, launched his new online publishing venture with a press release and great industry fanfare.

Tips for Evocative, Distinctive Company Names

As the sponsor of a Name-This-Company Contest ( www.yudkin.com/namecontest.htm ), I’ve been watching suggestions come in by the dozens every day.

Five Credibility Boosting Elements for Web Sites

Who are you, really? And why should I trust you? Without face-to-face contact or a trusted intermediary who has vouched for you, visitors to your web site often have these two questions paramount in their minds when considering doing business with you. Use these five elements to boost your perceived trustworthiness and coax possible customers to step forward and buy.

One-Product Sales Sites: Avoid These Top Blunders

One product, one long web page: this kind of web site is sometimes called a sales letter site or mini-site, and it focuses on one and only one goal, as many sales of that one product as possible. With a one-product sales site, no distractions, no subsidiary goals, such as newsletter signups, are allowed to interfere with that goal. So let’s look at some common mistakes and omissions for a sales letter site.

Elite Positioning Brings Higher Profits

Imagine spending the same amount of money on marketing and performing the same amount of work to deliver your products or services, but earning more money and keeping more after your expenses. That’s what happens when you institute elite positioning for your business.

Tips for Email Newsletter Staying Power from The Marketing Minute

With the ever-rising tide of email most business users are experiencing, the challenge to gain space in prospective customers’ in-boxes and to sustain their loyal readership over time is growing, too. Now that my free weekly email newsletter, The Marketing Minute (http://www.yudkin.com/marksynd.htm), is celebrating its 300th issue, I’d like to offer these guidelines for creating a newsletter that can outshine the competition.

Get Paid in Multiple Ways for Your Expertise

Whether or not you have formal credentials, if you have years of experience in your line of work, you may be able to cash in on these four innovative ways of delivering your expertise. For each option below, Ive provided two links for learning more.

How Do You Know Your Clients Can’t Pay More?

“My clients can’t afford higher rates.”

When more than 330 business owners and self-employed professionals checked off reasons why their income was not going through the roof, this statement was chosen more often than any other.

Online Press Rooms Save the Media Time and Frustration

When Web site usability guru Jakob Nielsen assessed how well major corporate sites met the needs of reporters, he gave them a “D” grade. Journalists who tested sites for him located basic information such as the companies’ financials, management team, commitment to social responsibility and a phone number for a PR contact only 60 percent of the time.

Nearly Everyone Uses It, and So What?

Occasionally a prospective client comes to me very gungho about getting publicity and declares that they envision coverage in every major newspaper in the country and on every network broadcast. After all, their logic runs, our product is something everyone uses — we have close to 150 million customers a year in the U.S. alone.

Understanding Niche Publicity

Everyone keeps their radio tuned to station WIIFM – What’s In It For Me. This fact and its implications hold a valuable secret for multiplying publicity opportunities.

Remember, It’s the WORLD Wide Web!

Almost always, online publicity means global exposure, whether your business is based in Peoria, Illinois, Perth, Australia, or Paris, France. When your marketing or publicity copy will appear on the Internet, you need to take conscious steps to ensure that your news makes sense to readers from far corners of the world. In news releases or your online media center, here’s how to clue in distant media people and avoid international gaffes.

Getting New Business Fast

Recently two business owners came to me in dire straits. The first, who owned a dental billing company, had suffered sabotage by a disgruntled employee. Clients deserted in droves when told, falsely, that he was being investigated for fraud. The second, who owned a computer training firm, had neglected to market for a year and had just discovered the delayed effect of his omission. Both appealed to me: Help! We need more business fast!