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Lou Bortone's Articles

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  • Why Your Personal Brand is More Public Than Ever
    One of the very first things you learn as a Guerrilla Marketing is that EVERY contact with your customers and prospects is marketing. Each and every point of contact - from the way you answer your phone to your e-mail signature to your website to those goofy photos you posted on Facebook - makes up your personal brand.
  • Make a Splash in Your Own Backyard: Local Marketing Tactics
    For most small businesses, all marketing is local marketing — as it should be. But even if your company is regional or national in scope, it's a good idea to "go local" to select, targeted communities.
  • What Amy Winehouse Can Teach Us About Marketing
    British singing sensation Amy Winehouse may be the best musical marketing story since Madonna.
  • Secrets of Low-Cost Marketing
    It's a dilemma that most small businesses and startups face: You must market and advertise, but you're strapped for cash. Fortunately, ideas, energy and imagination can make up for meager marketing budgets. Whether you're an established company or a nascent
  • Putting the YOU in YouTube
    With the advent of broadband Internet access and the proliferation of free video hosting sites like YouTube, Blip.tv, Revver and Veoh.com, today anyone with a camcorder and an Internet connection can produce a video and share it with the world. Producing video for the Web can be a powerful marketing tool for your business.
  • How to create and distribute your e-zine or e-newsletter
    An electronic newsletter or ezine delivered by email is a great way to connect with your customers, share information and deliver news, usually for a fraction of the cost of traditional direct mail. This brief article gives you the five steps to cranking out an effective e-zine or e-newsletter.
  • How to tell your RSS from your elbow!
    RSS is a quick and easy way to distribute or "push" your content to subscribers. Your feeds could include product news, announcements, press releases or new blog posts. RSS also allows people to add links to your content within their own Web pages.
  • Small Business Guide to Podcasting
    Podcasting can be a simple and effective way to promote your business. Podcasting, in essence, sends your own radio show over the Internet. Despite the name, your audience doesn't necessarily need an iPod to receive a podcast. They can listen to podcasts on a computer or on most MP3 players.
  • Networking Guide for Small Business Owners
    Business networking is both an art and a science. The advent of E-Networking has opened up a new online world of “Mega-Networking.” From the proliferation of social networking sites to more structured, in-person networking groups, there have never been better opportunities for expanding your network. Here are the latest networking tips and techniques...
  • How to Create a Squeeze Web Page
    What's a "squeeze" page and why would you want one? A squeeze web page – sometimes called a landing page – is a web page specifically designed to solicit opt-in e-mail addresses from potential customers or subscribers. Users enter their name and e-mail, typically in return for a free download such as a white paper or e-course. Here's how to build a successful squeeze page.
  • Hiring a Celebrity Spokesperson
    Celebrity endorsements are a staple in advertising, with more than 20% of all ads today featuring a famous face, voice or likeness. The reason is simple: Celebrities sell. Consumers pay attention to celebrities because they are attracted to the familiar. Using a celebrity to promote your company can add awareness, credibility and star power to your business.
  • How to Create Effective TV Advertising
    Producing a television ad for your small business can seem a daunting, intimidating and expensive task. Fortunately, with today’s easy access to the tools and technology of TV production, creating a TV spot is well within your reach. TV production veteran Lou Bortone explains how.
  • How to Harness the Power of Positive Buzz to Build Your Business
    Word-of-Mouth marketing may be the oldest form of advertising but, as a marketing discipline, "WOM" is still a relatively new phenomenon. Viral marketing, buzz marketing, blogging, community marketing, customer evangelism and other "consumer-to-consumer" techniques all inspire people to recommend your product or service. Here are several tips for creating word of mouth advertising.
  • Seven Screts to Getting Great Ghostwriting Gigs
    Ghostwriter Lou Bortone reveals 7 secrets to finding big money ghostwriting gigs. Since 80% of the population wants to write a book, but only 1% will ever attempt it, there is a huge market for ghostwriters who want to make great money. Bortone explains how to find high-paying ghostwriting jobs.
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