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Marcia Yudkin's Articles Display Category|Title|Newest|Oldest Creating A Cost-Effective Google Adwords Search Engine Ad Campaign Pay-per-click ads like those available through Google Adwords can be a powerful, regular source of prospects for your products and services. However, whenever new clients have asked me to look at their Google Adwords campaigns, I begin to understand one element in Google's growth to more than a $6 billion market value. Many entrepreneurs fail to take advantage of Google's mechanisms for making sure that their search engine ads get shown only to those who are logically pote... Improve Your Google Adwords Search Engine Ads The haiku-sized blocks of text that show up when people hunt for information on Google or Yahoo can cost-effectively deliver perfect prospects day after day to your site. For instance, one pay-per-click ad I wrote sends its owner all the $2,000 clients she can handle for just $39.88 a month. But when I look at search engine ads both when I’m searching for information and when clients ask me for help with their Google advertising campaigns, I’m shocked at how flabby, vague ... What Does It Take To Succeed As An Independent Copywriter? In looking back on the nearly four dozen aspiring copywriters I've trained and mentored over the years and asking which personal qualities posed challenges and roadblocks and which enable beginners to carve out a lasting niche for themselves, I have zeroed in on four key skill areas. To build and sustain a copywriting or marketing consulting business, you need to be or become good in these four competencies: 1. Writing. To develop persuasive written materials, you must lea... Tag Line Calisthenics A terrific tag line sets you apart from other businesses and provides a memorable and appealing reason to choose your firm over other options. The tag line should trail your company name like a shadow everywhere - in ads, on your web site, on business cards and in on-hold telephone messages, to name a few places. Before assessing your own tag line, warm up by looking at a category of Yellow Pages ads or flip through your local business paper. First, you'll undoubtedly noti... In Marketing, Enthusiasm Connects Two incidents in one week got me thinking about an ingredient in persuasion that we don't often hear about. In the first incident, an accomplished copywriter asked for feedback on a letter he intended to send to members of the local Chamber of Commerce that he'd just joined. The letter was technically excellent. It contained all the ingredients that a sales letter should have, in the right proportions and in the right places - except for one. The letter came across as cold... So That's What Goes On A Home Page! In the early days of the World Wide Web, the word went around that the thing to do on a home page is to heartily and sincerely welcome the visitor. Today, this is unnecessary, cliched and ineffective. Instead, an effective home page needs to quickly orient the visitor to what the business or professional practice offers, distinguish these offerings from competitors' and direct the web site visitor what to do if they are interested in learning more. It's especially importan... For Business Names And Tag Lines, Popularity Shouldn't Rule Don't turn your search for the perfect name or tag line into a popularity contest! Two instances of this have crossed my path recently. First, someone I know asked people to vote on the best title for a forthcoming book. That's unwise, because what people say they like in a book title: * Doesn't necessarily distinguish the book from others * Isn't necessarily clear, spellable and free of negative connotations * Doesn't mean those who are the best audience for the boo...

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