Sign In  Join Now
Browse All Guides   Suggest a Guide   Write a Guide   Top Guides & Experts   
Guides Business Internet (Beta)
 
Member Profile

Matt Alderton

Writer, Editor and Media Consultant, Logolepsy Custom Content and Communications
Chicago, IL, USA
Website | Contact

Matt Alderton is a freelance writer, editor and entrepreneur. As principal of Logolepsy Custom Content and Communications, his Chicago-based media consultancy, he provides writing, editing and communications services to clients nationwide who publish magazines, e-zines, newsletters, Web sites and more.

Matt has a background in traditional journalism as well as an intense interest in new media. He specializes in small business and consumer content and has soft spots for engaging in advocacy journalism, writing literary essays and exploring emerging media.

Matt enjoys Shakespeare, French martinis and cheeseburgers. Originally from Denver, he has a B.S. from the Medill School of Journalism at Northwestern University, where he is currently finishing his M.A. in creative nonfiction.

Matt has edited branded small business content for companies as diverse as Nielsen, Sam's Club, MasterCard and Yahoo! and has written about everything from Thomas Jefferson to WiFi for a slew of local, regional and national publications.

Visit Matt online at Logolepsy.com, or at Blogolepsy, where he can be found blogging about all things media and marketing.
Industry: Publishing, Marketing and Communications
Size of Business: 1 - 10 employees
Years in Business: 2-10 years
Affiliations: Society of Professional Journalists, National Lesbian & Gay Journalists Association
Business Interests: marketing, public relations, publishing, writing, editing, media, entrepreneurship, technology

Total Guide Views

9 3 3 6 3
Member Since: 09/15/2006
Overall Rating: N/A
Guides Written: 115
Comments Posted: 12
Comments Received: 0
Favorite Guides: 0
  Guides Written by Matt Alderton
  Comments Posted by Matt Alderton
  • I'm so glad you found the guide helpful! Because the link you mentioned has expired, I've updated the guide with your suggestion. Thanks!
    Read More
  • Online Stores - 12/22/2007
    Hi Greg. The absolute cheapest way to sell something online? Well, it's definitely not the most efficient, but I think the cheapest and easiest way is to simply advertise your product on your Web site and to prompt consumers to, "Contact us now for information on how to order." Customers can then call or e-mail you with their interest and you can contact them at your convenience in order to work out mutually agreeable terms on the mode and method of payment. A small step above that is to include an order form on your site -- try FormSite's Web Form Builder -- for collecting orders, a PayPal account for collecting payments and a UPS account for shipping. I'm also a big fan of eBay Stores -- although probably not for eBook sales -- and I think there are some decent free shopping cart solutions out there, like Zen Cart. Hope that's helpful. Good luck with your eBook!
    Read More
  • Crystal Awards - 11/03/2007
    Paul, lead is, indeed, something we generally try to stay away from. More precisely, though, it's something we try to avoid ingesting. Lead-based paint, for instance, gives off lead fumes, which are harmful when we breathe them in. This isn't really a problem with the lead content in crystal awards. It's sealed into the glass, far away from our lungs and stomachs. However, if you have decanters or glassware that's made from lead crystal, you should definitely avoid storing liquids in them or drinking from them, as the lead from the glass can seep into the liquid through a process known as leaching. Basically, lead crystal shouldn't be a problem to have around, unless you plan on using your award as an eating or drinking utensil! If you are worried about the lead content in your crystal awards, though, I recommend buying a lead test with which to test the lead content of your award; they can be ordered online from sites like Lead Inspector for less than $20.
    Read More
  • Voice Marketing - 11/01/2007
    I've heard lots of statistics, Scott. Most compare voice marketing to direct mail and traditional telemarketing. Direct mail, for instance, gets opened maybe 20 percent of the time; voice broadcasting messages supposedly yield a response rate that's up to three times higher. The key in getting that response rate is to use it correctly; it's less effective for cold calling and sales, for instance, but more effective for broadcasting exclusive information to customers about their accounts, in-store events, etc. It's also most effective when you engage in voice mail marketing, in particular; if you're able to leave a message, that message is almost always listened to in its entirety. It's a good way to go. As for writing your script, the more natural the better. Use your own voice and make it conversational. Always open by introducing yourself so that the customer knows what and who they're listening to; if you sound like a person instead of a salesbot, you'll find a much more receptive audience.
    Read More
  • Online Stores - 10/08/2007
    It's true that shopping cart software has, in the past, been considered more of a hindrance than a help when it comes to SEO. And that's a pretty big deal, considering that online stores rely so heavily on search engine traffic. The problem stems from how most shopping cart software builds web pages; it tends to build them from a database using a rigid code that's not versatile enough for SEO purposes. The good news is that most modern-day shopping cart software is actually super SEO friendly. Because search engine marketing is so important to their customers, manufacturers have responded with useful solutions. The key is to know what to look for. Without getting too technical, I would advise SEO-conscious businesses to look for shopping cart software that allows you to customize keywords and links. Basically, look for software that explicitly bills itself as being "SEO friendly." Most companies with SEO shopping carts are smart enough to market them as such. Look, for example, at Volusion; it's product features include not only the word "customizable," but also the phrase "completely search engine optimized." You'll see the same language at Smart-Shop, which bills its product as having "advanced search engine optimization capabilities." SEO and shopping carts may have been enemies once, but not anymore.
    Read More
  • Melissa and Paul, try Printable Promotions, which has a decent selection of eco-friendly promotional products—everything from organic shirts to pads of recycled paper.
    Read More
  • Most of these systems operate via a dedicated Web page or site through which candidates submit their resumes. So basically, applicants provide their information via electronic forms, eliminating any manual data entry. In other words, the candidates -- not your staff -- do the typing.
    Read More
  • Since writing this guide, I've discovered SCORE's Template Gallery (http://www.score.org/template_gallery.html), which includes a useful collection of business forms that you can download and use. It has everything from business plans and balance sheets to cash flow statements and sales forecasts. Check it out.
    Read More
  • Your point is well-taken, Kreig. It's always advisable to minimize risk when you're going into business, and stopping short of forming a full legal entity for your company will certainly create more, not less, personal risk for most entrepreneurs. Small business owners, however, are no stranger to risk. In fact, many of them must embrace it when they are just starting out. For sole proprietors, in particular, it's a financial reality. After all, while the requirements for establishing a legal entity might not be much greater than those for creating a DBA, the cost -- in attorney and accounting fees, taxes, etc. -- sometimes can be. There are several reasons a business might choose to organize itself as a sole propreitorship rather than a corporation or an LLC. I would argue that for those folks, DBAs are the easiest and most inexpensive way to get their business up and running.
    Read More
  • Focus groups certainly can be expensive, Jake. For starters, there are costs associated with renting space, hiring a moderator, buying food for participants and renting A/V equipment. On top of that, many businesses provide focus group participants with cash incentives. The costs add up and can easily surpass several thousand dollars. I recommend saving money by organizing Internet-based focus groups with companies like ActiveGroup (www.activegroup.net); while some experts argue that they're not as effective or accurate, the truth is that they're more convenient and cost-effective, and can still provide you with really great, useful feedback. Other tips for doing it on the cheap: use existing customers, which you can compensate with services or coupons instead of cash, and use space at your local library, church or community center, where meeting rooms are often free.
    Read More
  • Good question, Melissa. I would only recommend filing for a registered trademark (®) for your company name if it is directly tied to the products or services you provide. In fact, that's the only time you legally can do so. However, I think all businesses—regardless of their size—should take measures to protect their name by using a ™ after it in printed materials. You do not have to formally file a trademark to use the ™ designation, but should there ever be a conflict over your use of the name, using it will protect you.
    Read More
  • Marketing to Teens - 11/07/2006
    You make some important points, Shara. For the same reasons that teens love social networking sites and contests, they love all things viral: viral emails and especially viral videos. Joining YouTube are several video-sharing sites, such as Revver.com, that will continue to develop the YouTube model (with teens driving their growth and development). I wouldn't ever count out old players like Friendster and MySpace; while they're not making as many headlines as they once did, they continue to hold an important share of the market and are turning to teens to help them stay competitive alongside new providers with fresh services and new features. That said, one of the newest platforms from which to market to teens is inside virtual worlds. You mentioned Habbo Hotel, for instance. One of the most popular sites is Second Life, which is allowing companies to set up their own branded worlds in which to market to users. Other big teen trends that are always worth watching: celebrity and pop culture, gaming, music. Search for new and favorite blogs on these topics (by and for teen consumers) at Google's Blog Search.
    Read More
  Favorite Guides
  • No favorite guides saved yet.
Work.com