Best way to get Trademark for startup?

What's the BEST way to get Trademarks for new startup? A tangential request would be, "What is the Cheapest and BEST way.." I'm in the early stages of development, so I don't have a lot of money, but we'd like to go ahead and get the company name, etc nailed down, and a trademark would let us do that.

any suggestions? Online services like LegalZoom, or Trademark specific sites. Is there a way to tell them apart? How bad can they mess it up?

Thanks in advance,

Travis