101 Ways to Promote Yourself: Tricks Of The Trade For Taking Charge Of Your Own Success

101 Ways to Promote Yourself: Tricks Of The Trade For Taking Charge Of Your Own Success

by Raleigh Pinskey

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Product Details

ISBN-13: 9780380810543
Publisher: HarperCollins Publishers
Publication date: 12/08/1999
Edition description: Reprint
Pages: 416
Product dimensions: 5.25(w) x 8.00(h) x 0.93(d)

About the Author

Raleigh Pinskey is CEO of the Raleigh Group, a Los Angeles-based international, multi-faceted visibility marketing and public relations company founded in 1979, that specializes in making entrepreneurs, small businesses, and entertainers visible and prosperous.

Visibility consulting clients include men's and women's apparel and accessory stores, shoe stores, pet stores, doctors, lawyers, travel bureaus, restaurants, grocery stores, non-profit organizations, generator manufacturers, engine additive developers, fancy fortune cookie bakers, architects, and the original singing telegram company. She's also worked with musicians such as Sting, Paul McCartney and Wings, David Bowie, Blondie, KISS and Herbie Mann, as well as fitness guru Callen Pinkney's Callenetics, Chicken Soup for the Soul authors Jack Canfield and Mark Victor Hansen, and The Bronx Zoo's A Great Snake Named Jake.

She is the author of the internationally successful You Can Hype Anything: Creative Tactics and Advice for Anyone With a Product, Business, or Talent to Promote (Citadel Press); Talk Your Way Onto Talk Shows; The Zen of Hype: An Insider's Guide to the Publicity Game, an eight-cassette public relations home study course; The Musician's Guide to the Zen of Hype, four cassettes and a twenty-one-page booklet with media releases; and Soul Candy: Sayings that Nourish the Body, Mind and Spirit (all available from RRP Publishing).

An internationally known professional lecturer, Raleigh speaks on the topic "Promote & Prosper: Visibility Marketing Secrets That Grow Your Business." She's taught at UCLA's Extension School of Journalism and Public Relations and is a member of the National Speakers Association.

Raleigh walks her talk. She's a frequent guest on radio and TV and contributes to consumer magazines and business journals. She's the visibility marketing columnist for International Business Woman magazine, host of a weekly radio show, a guest expert for Entrepreneur Magazine's World Wide Web Online marketing programming, and a guest host for the America OnLine Lunch programming.

Read an Excerpt

Chapter One

Naming Your Business

Word-of-mouth marketing at its best

I've been told that naming your business is just as important as choosing a pension plan. Why is a name so important?

  • It is your brand identity
  • It announces who you arc and what you stand for
  • It acts as a directory of services
  • It can cause your success or contribute to your failure
  • It can lump you with the competition or raise you above them all
When is a name a good name?
  • When it makes your business easy to market
  • When it's easy to rememberWhen it's simple to pronounce
  • When it's simple to spellWhen it presents a clear understanding of what you do
  • When it conveys your competitive edge, your niche
  • When it stirs customer interest
  • When it represents what you represent
  • When it doesn't confuse you with a similar business
  • When it sells itself with no explanation
  • When it has a positive ring to it
  • When it's optimistic
  • When it doesn't limit you to your geographical location
  • When it promotes the service if the owner is not a known name
  • When it attracts the types of clients you want
How do you pick a winner?
Joan Delany, in her article "Naming Know-How, The Right Name Can Help Boost Your Company's Image and Bring in New Business. Here's How," in Independent Business magazine, offers these five sound suggestions:
  1. Analyze your company
  2. Evaluate your market
  3. Start a list
  4. Test your choicesand make a final selection
  5. Do your trademark homework

In Getting Business to Come to You, Paul and Sarah Edwards and Laura Clampitt Douglas suggest that you "generate a long list of words that describe what you want your business to reflect. Think of adjectives, time, place, uses, feelings, features, humorous aspects of what you do, images you have about the business, results you produce, and products you offer."

What are some examples of successful names?
Independent Business magazine and Business 96 magazine (last year Business 95, next year Business 97) both hold business name contests.
These are the Independent Business winners for the first three contests (there were none in 1992 or 1993):

•1991 #1: Juan in a Million (Mexican Restaurant)
#2: Twice Sold Tales (used book store)
#3: Loch Ness Lure Co. (fishing lure shop)
•1994#1: Curl Up and Dye (beauty salon)
#2: Johnny on the Spot (portable toilets)
#3: Brilliant Deductions (tax preparation services)
•1995#1: Rhythm & Brews (coffeehouse with music)
#2: Wreck-O-Mend (car collision repair)
#3: Engine Newity (car engine repair)

Business 95 held its first Great Names Contest in 1995. Here are the three winners:
•  #1: Plain in the Glass (mobile windshield repairs)
#2: Make Be-Leaves (artificial/silk plant shop)
#3: Got It Maid (maid service)

NOTE: if you plan to do yellow pages advertising, pick a name that starts with an ''A." Depending on your category, you might have to use several As.

Resources

Trade Associations and Organizations
U.S. Patent and Trademark Office; Commissioner of Patents and Trademarks; Washington, D.C. 20231; (800) 786-9199. They have fax-on-demand (see the chapter, "Fax-on Demand"). For a free booklet, Basic Facts About Registering a Trademark, select number forty-one.

Books
• Naming for Power: Creating Successful Names for the Business World by Naseem Javed; Linkbridge Publishing; (212) 876-5363; http://www.abcnamebank.com
• How to Name a Business or Product by Kate McGrath and Stephen Eias with attorney Sarah Shena; Nolo Press; (800) 992-6656

Software
• Decathlon Corporation; 41 Executive Park Dr.; Cincinnati, OH 45241; (800) 648-5646. Decathlon's software is called NameMax
• The Namestormers; 4347 W. Northwest Hwy., Ste. 1040; Dallas, TX 75220-3864. Namestormers' software is called Namer, Headliner, and NamePro

Contest
• Business 96 magazine Great Names Contest Ballots; 125 Auburn Ct. #100; Thousand Oaks, CA 91362; fax (805) 496-5469. No contest membership required. Ballots available free from Wells Fargo banks or the above address.

Magazine
• Independent Business magazine is for members of the National Federation of Independent Business, a wonderful organization designed to assist small business in all their endeavors. Call (800) NFIB-NOW

101 Ways to Promote Yourself. Copyright © by Raleigh Pinskey. Reprinted by permission of HarperCollins Publishers, Inc. All rights reserved. Available now wherever books are sold.

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101 Ways to Promote Yourself: Tricks Of The Trade For Taking Charge Of Your Own Success 4.8 out of 5 based on 0 ratings. 6 reviews.
Guest More than 1 year ago
There are lots of great ideas here to promote just about anything you can think of: your business, your talents, or just yourself! Although not every idea is applicable to everyone, there are plenty of great ideas and you will have no problem finding some you never considered. The best part is that the author has included lots of additional references and contact information along with each idea, so you are free to look deeper into any topic that tickles your fancy. This book is an invaluable marketing reference.
Guest More than 1 year ago
Especially if you are a shy person, this book will help bring you out of your shell. It provides many variations for you to showcase your talents as a professional. I defy you to find something in this book you cannot do to improve your career or business. I refer to this book whenever I run out of ideas to promote my business activities. The author is not afraid to provide a substantial amount of resources for additional information, which shows his self-confidence. I highly recommend it.
Guest More than 1 year ago
Great tips and all of the 101 tips are inspiring in one way or another. This is a great overview for those without marketing experience.
Guest More than 1 year ago
I have been in business for over 10 years and with all of the books I have read, none have given me the to-the-point tips and resources that I can implement immediately as this book did. It is an easy read and you will find all of the resources and step by step directions to start any of your marketing projects. Well worth more than the published price.
Guest More than 1 year ago
In readying myself for the second printing of 'Go/No Go', my book on real estate and building construction, Raleigh Pinskey's '101 Ways to Promote Yourself' was recommended to me. Ms. Pinskey's book is highly evocative for creative marketing effort. She obviously has 'been there, done that' and dispenses her wise brand of wisdom in a clear, thoughtful style. Of particular value is the resource list at the end of each of the 101 chapters. We even spoke directly on New Year's Day Eve when she answered questions for me and pointed me in the right directon for Home Shopping Programs. '101 Ways' is highly recommended for those experienced and novice marketers wishg to hone their marketing skills.
Guest More than 1 year ago
An excellent resource if your looking to market/promote yourself successfully. The tools mentioned are simple, effective and plentiful. A must-have for anyone planning to market themselves.