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Articles by Marcia Yudkin

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A sound bite is a word morsel, a phrase that offers pleasure and surprise as it expands in the listener’s ear or the reader’s mind. To help promote your business, create sound bites to use during media interviews, in your blog, newsletter and press releases, as well as in media ads and customer emails. Any […]

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Whether you’re preparing a sales letter, a space ad or a Web page, if you’re hoping to incite the passion to buy, spend ample time crafting energetic bullet points. These usually appear in the heart of your marketing piece, and they can have such power that if just one hits a bull’s-eye with a particular […]

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You’ve started a new business or you have an existing one that you would like to be selling products to regularly. Either way, let’s suppose you have no customer list, no group of interested people who have asked you to stay in touch. According to most marketing experts, you’ll be struggling to sell much of […]

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Many of my b-to-b clients feel stuck in the mud when it comes to gaining the attention of their email subscribers. They use the same very limited number of techniques, strategies and angles time and time again. They realize recipients on their lists probably feel uninterested in hearing from them, which is but one step […]

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Whether you’re a business owner or nonprofit head who wants to promote your offerings with dignity or a copywriter troubled by the prevalence of exaggerated, over-the-top writing on the Web, you’re wondering whether it’s possible for marketing copy to nail the sale without a carnival-barker tone, without overheated language and without stretching of the truth. […]

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The other day while watching a training video created by another marketer, I missed the whole beginning of the program. The guy stood facing the camera, lecturing in a friendly manner and gesturing smoothly at some props behind him. I couldn’t take in his words because my mind was shouting, “That’s something I could never […]

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Clients have asked me for help because they feel stuck in a rut when it comes to getting the attention of their audience. Many feel they know only a limited number of techniques and seem to use the same strategies and angles over and over again. They’re bored and frustrated trying the same-old, same-old repeatedly […]

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“Reach out and touch someone.” “The ultimate driving machine.” “Finger lickin’ good.” Chances are, you not only know immediately that those slogans come from AT&T, BMW and KFC, in that order. Those catchphrases may also very well have persuaded someone you know to place more long-distance calls, purchase a particular brand of car and decide […]

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Many of my clients get excited about the power of press releases to attract media attention, generate sales and move a site higher in search engines. They engineer one or two big hits and get even more excited about the possibilities. Then, despite their enthusiasm and success, I see their publicity efforts halt in their […]

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