Award-winning journalist and freelance copywriter, Susanna K. Hutcheson, presents news, thoughts and ideas on the world of business, marketing, copywriting and much more.

Some Marketing Tips to Help You Convert More Prospects . . .

Some Marketing Tips from Susanna . . .

The first tip sounds simple. But you'd be surprised how few people use it. Know this. Less than 5 percent of your visitors will become buyers. Fact is, most sites sell from less than 1 to 2 percent if they're lucky.

Why is that? Simply put, most people don't buy the first time they're on your site. It takes several
visits before they decide to buy in most cases.

So if all you have is your site, you've lost 95% of your visitors without any hope for a sale. That's a
very bad thing.

But they're still, in most cases, available to you to sell to if you build a relationship marketing strategy.
You need a relationship with your visitors who have shown an interest in your product or service.

So what can you do?

Offer a report at no cost to all who give you their name and e-mail address on your Home Page first thing. Then your autoresponder follows up with the report and a sales message.

Then you send out a sales message at least once a week. No more than that. But no less either. This is called relationship marketing and it is the heart of all ecommerce.

Your marketing doesn't end at your Web site.

The second tip is this:

Find out the "real" reason people buy your product or service. There is a famous company who sells pillows on television. When they first started out they had a list of things they considered benefits and features. But guess what, none of them were the real reason people bought the pillows.

Sales weren't good. The company knew it had to do something.

They did a survey of people who bought and discovered that the majority bought because they had pain in their necks. Nowhere in their advertising did the company even mention this benefit.

So they changed their advertising and pushed the pain in the neck benefit and started selling pillows faster than they could make them.

So you need to do the same thing in your advertising and marketing. Find out the real reason people buy. Not why you "think" they buy or why they "should" buy but why they "really" buy. Then sell to that.

Susanna on 01.26.05 @ 10:54 AM CDT [link]

Online Retail off to Slow Start in '05

Online retail sales growth got off to a slow start in 2005, managing a relatively anemic nine percent boost over the same week in 2004, according to an Internet Retailer report on comScore figures. Retail spending online amounted to $1.2 billion for the week ending January 2. In contract, offline shopping showed enormous growth, hiking 55.6 percent, according to ShopperTrak. This year, that week included the day after Christmas, typically a major returns-related shopping holiday. Online travel grew 36 percent to $685 million.


Susanna on 01.26.05 @ 10:53 AM CDT [link]

Why Should You Pay for WiFi when You're Spending Money?

I tried to logon to the net via WiFi at Barnes and Noble. Well, it was easy enough. If I wanted to pay out of the nose. Same thing at another place where I was shopping. Now had I been allowed to logon without paying for it, I would have stayed longer and bought more. If you have to pay to use WiFi at several places where you want Internet access, you're not going to spend as much in the stores.

I happened to go to Watermark Books for a sandwich and to look around and discovered they had WiFi. Guess what? It was FREE!

Now that's GOOD BUSINESS. And that's where I spent my book money for the week. And that's where I'll return. It's not that I want things for free. I'm a capitalist and I expect to pay for what I get. But if you pay every store for WiFi, you'll soon be broke. And it seems to me that WiFi in a store should be a perk to get and keep customers.

It works for Watermark.





Susanna on 01.23.05 @ 06:10 AM CDT [link]

Success is All about Service. . . Service Makes You a Winner.

I've always liked Starbucks. I fell in love with the coffee when I walked in Borders many years ago and had a cup of Starbucks coffee. I've never had such a bold, flavorful, robust cup of coffee in my entire life. I noticed that even the presentation was unique. The coffee was served in a handsome, yet simple, clear cup with the word "Starbucks" etched in the glass.

Then I fell in love with the way it was so easy to order online and have it automatically delivered just in time. I also discovered that the people at the Starbucks in Seattle were awfully nice to talk with on the phone and quick to solve any problems or complaints.

But when Starbucks came to town --- oh a whole new world opened up. The best coffee on earth plus WiFi is enough in and of itself. It's a nerd girl's dream come true! But the service I get. Oh my gawd --- the service!!

When I walk in the door you'd think I was Queen Liz. They know my name. They know the kind of coffee I like and how I like to buy it --- two pounds of Italian Roast beans --- and they always have a smile. Oh sure, I'm good for about $30 a week to them. I know it's not me personally or my compelling charm that they fuss over. I know it's business. But it's damn good business. And it sure makes me feel good.

See, the thing is, most of us walk into the grocery store and no one smiles at us. No one calls our name. No one remembers the brand of dog food we buy or our dog's name. We go into the office supply store and ask about a product and the clerk may not know a thing about it so he asks someone else and on and on. And when you do check out a silly looking young girl with a nose ring checks you out and she can't make change without a fully computerized machine to do all the work for her. Her personality is that of a dish rag and there is no smile on her face.

So when you go into Starbucks and are met with these beautiful young people who know your name and your likes and who treat you like the most important person in the world --- you just get happy all over and your world --- for a little while --- is a delightful place.

Henry David Thoreau said, "The mass of men lead lives of quiet desperation." That's very true. Most of us are very ordinary people who have very little glamour or much fuss in our lives. Most woman don't wear Givenchy and get driven around in a limousine. Most men don't look like Cary Grant or a young Paul Newman. So when a company provides its employees with incentives to be exceptionally good to its customers, it builds such wonderful relationships that is just has to succeed.

I personally think that Starbucks treats people better than most churches treat the people who attend their services. They're kinder and more caring. I know it's only a business strategy. I know the employees probably don't think I'm the greatest person in the world. But by treating me as if I was made of gold, they've made one very happy customer who will tell the world about them. I tell perfect strangers in the grocery store about them. And my bet is other people do the same.

Yes, I own stock in Starbucks. I bought it after I had my first cup of Starbucks coffee. My money is always on the winner.
Susanna on 01.23.05 @ 04:48 AM CDT [link]

A Book that All Copywriters and Those Who Write their Own Copy Must Read.

I just finished reading Maria Veloso's book, 'Web Copy That Sells.' I've got to say that, while I've practiced professional copywriting for some 30 years, I learned things from this book which will help me provide much better service to my clients as well as myself.

This book provides the unique skills and techniques that enable a copywriter or anyone who writes online copy to flat out sell like never before. These techniques are so powerful and dynamic I can't believe it.

Maria Veloso has put together a wealth of knowledge that, to my knowledge, has never been made available before. I've read all the books on online copywriting and a few offered some valuable help and ideas.

But 'Web Copy That Sells' is, by far, the very best to date. I recommend this book to anyone who really wants to make their site sell or needs to understand how to write e-mail and get it through the spam filters as well as get it read. This book covers it all. Maria Veloso has done a great job and provided a valuable service and I for one am very thankful for having this book.

I highly recommend this powerful book to all copywriters and anyone who needs to write copy for the Web.

Some Very Cool Ad Copy --- Says it All.

I am reading my morning Wall Street Journal --- the only paper worth my time. I saw an ad for Frost Bank. It has very little copy but what it does have is great.

1868
Common Courtesy.
2005
Uncommon Courtesy.

We offer our customers every financial service they could ever want. And, that's all fine and dandy. But without personal attention, it wouldn't mean a thing. Respecting people, and really caring for their needs, used to be the way business was done. And here, it still is.

Get a Long Penis from a Poorly-Targeted E-mail --- NOT!

I get at least a dozen e-mails daily promising to grow my penis. Well, let the record show, I do not now nor have I ever had a penis. Now I have nothing against the humble penis. I guess some folks have them. But I do not. Therefore, ergo and to wit, I do not need to grow something I do not have.

The point of this sordid tail of penal e-mail? Why the hell don't people send targeted e-mail and direct mail?

Now if someone would offer to take an inch off my butt --- which I DO have --- I might be interested.

Gawd marketers, get a clue.

Susanna on 01.19.05 @ 05:39 AM CDT [link]

And then there was David . . .

Don't people piss you off? People who profess to be business people are supposed to be more sophisticated and sharper than the average bear. Well, sorry folks. Some are just stupid.

I get several requests for quotes daily. Most of the folks are just tire kickers who waste my time and my staff's time. Some are other copywriters smelling around. And a few are really serious, decent people who want and can afford my help. Those are the good guys. They are the ones I'll take a bullet for. They reply to my mail and answer my questions. They ask questions and I know they're for real.

But then there are guys like David who sells memory foam pillows. David said he wanted a five to seven page Web site. He was having one designed but needed copy. He had a reasonable budget. A bit too low but reasonable.

So I send him a quote and a creative brief. No reply. No kiss my ass. Nothing. Rude. OK, so I send him a short e-mail the next day or so and tell him I'll call him to discuss his needs. He picks up and opens my e-mail in one minute. I tag my mail so I know when it's opened. It takes the guess work out of things. I like that.

So I call him on schedule and he says, "Oh, I hired another writer." I ask him why he didn't tell me so he'd save me a call. "Oh, I just got your e-mail this morning." Duh! I know when he got it and my question is this . . . when I know he was sitting on his computer, why didn't he take one minute or less to reply and tell me? Is that stupid or what? Is that rude or what? Would I ever write for this guy? Hell no.

Go out and find his memory foam pillows and when you do, see how well he runs his business. Should be fun.


Susanna on 01.19.05 @ 03:38 AM CDT [link]

American Marketing Association to Debut Internet Radio Show

Tomorrow and noon EST, the American Marketing Association will debut its Internet radio show Marketing Matters LIVE! hosted by Tim Riester. The show will be webcast on wsRadio and include interviews with AMA members on marketing topics including the growth of Internet radio.

Susanna on 01.18.05 @ 07:43 PM CDT [link]

Products not Selling? Give 'em a New Function.

Do you need a pair of oscillators? Then how about an egg beater? Need something for a fever? Well, if not, how about something to prevent a heart attack? See what I'm getting at? The first two items are both a simple egg beater. The second is a mere asprin. But marketed one way, they may not sell at all. Marketed for another use altogether you have a hot seller.

So think about that the next time you have a good product that does lots of things but just isn't selling well.

A rose doesn't have to be a rose.


Susanna on 01.18.05 @ 04:12 PM CDT [link]

Cell Phone Users Beware --- You Could be Losing Business!

I was talking to a prospective client the other day and she was on her cell phone. What a gawd-awful sounding thing it was! I could understand about every third word she said. Finally I told her to call me on a land line as I wasn't putting up with this shit any longer.

Cell phones are great. If they make you feel important, that's fine. If they're convenient, that's fine. But if they cost you business, that's bad. That's very bad.

It's OK to make a quick call on your cell phone. But when you make your initial business calls, use a land line. Use a good, solid land line. Don't take a chance on your phone sounding cheap and crude because, simply put, it makes you sound cheap and crude.

At least on your first call to a client or associate, DO NOT USE A CELL PHONE! It's a big mistake that you may live to regret.


Susanna on 01.18.05 @ 08:47 AM CDT [link]

Copywriter, be yourself. In fact, all marketers, be yourself.

I'm always amazed at the number of people who attempt to imitate successful marketers in their copy and way of speaking to their market. Let the record show --- this is NOT a good thing. It may work for the original. But it won't work for the imitator.

Take for example Gary Halbert. Gary is cynical and has an attitude not unlike the crappy attitude that I myself have. That attitude not only works for Gary and for me but it causes people to like our work and enjoy what we write. Most of the time anyway. We are the type of people who tell it like it is and don't much care if people like us as long as we make them money.

You'd be surprised at the people who tell me, "You tell it like it is --- but I like that." Truth is, people try to take advantage of copywriters. They steal your time if they can. They get their money back by saying your copy didn't work for them if you offer a money-back guarantee (even if it made them a million dollars) and they will use you for free information and then hire a cheap copywriter or try and do it themselves. These are just a few things people do to good copywriters.

So lots of us toughen up and simply "tell it like it is" on our sites and in our newsletters and conversations. Look, we may be wonderful people. But we get tired of getting used up and having our skills exploited. So it shows up in our personal copy. And it works for the few of us who are honest enough and gutsy enough to do that. But it won't work for everyone.

The thing is, a few of us who know the game really well and can't stand to be who we are not, prefer to turn off people who would be bad clients and just attract those who appreciate honesty and will be good clients. It's just that simple.

OK. That works for me. And Gary's style works great for him. But you have your own style and it will work great for you. The key is to play to your strengths and don't imitate others.

Marketing is a personal thing. It is a conversation between you and one other person. Talk like you normally would. Be who you normally are. If you do, people may or may not love you. But they will respect you and trust you. And that's a hell of a big deal. People prefer doing business with real people who are who they are and don't apologize for it.


Susanna on 01.18.05 @ 08:00 AM CDT [link]

Copywriter Fires Crappy Clients.

I've been told that one of the best-known, most popular copywriters on the net has made some drastic changes. I can't blame him. I made these changes years ago. Here's what he said.

Since October, I've had several clients who refused to pay me for a variety of reasons, disappeared
from the face of the earth (with money still owing to me), or tested their copy before paying the balance and then used the "poor" results to justify NOT paying me.

It gets even worse.

Even after I fulfilled my obligations, I gave clients full refunds (they didn't ask, I just gave it to them out of goodwill), and a few whose balances I've completely waived, too. But the kicker is, some of them still stalk me for more — yes, I do mean that very literally.

One client actually posted on forums pestering me, and another even followed me around at a recent seminar, in person, hounding me for more work I "promised" as a gesture of good faith — even though I refunded that person every single penny they paid and said I'll do my best to finish the work on their copy.

(There's a reason why I couldn't do any more, and I'll come back to that shortly.)

Aside from the refunds and discounts, I still have to pay my researchers, editors and junior copywriters for any help they provided, out of my own pockets. And I'm not talking just a "few" thousand dollars here, either. I'm talking mucho dineros.

Finally, there were clients who changed their approach along the way, or modified my copy without my knowledge. It produced poor results or forced me to rewrite the copy (several times, even before the first draft), and slowed me down to a crawl.

The result? I have to take more time, slow everything else down, and take flak from them and other "good" clients for taking so long... leading to more refunds and discounts.

Heck, they even use their waiting time to make more changes — and then they have the audacity to react hostilely to my lack of promptitude. (Ugh.)

This is just an iceberg's tip.

I can go on and on, but you get the picture. However, there's something even worse than all that. Something that became the pivotal moment in my recent series of changes.

Marketing Pros Can Get Major Advantages from Blogging.

Yellowfin Direct Marketing Senior Creative Director Bob Cargill, writing in Digital Bulletin, offers ten reasons why advertising, marketing and public relations professionals should blog. They include everything from interactivity to humanising a company to their viral nature.


Susanna on 01.16.05 @ 06:26 AM CDT [link]

50 Benefits Of Joint Venture Marketing

What Is A Joint Venture?

A joint venture is an agreement in which two or more businesses work on a project for a set period of time. Joint ventures can be long-term, like promoting a product together, or some can be short-term, like bartering (trading) products and services. Joint venture ideas are virtually endless.

The Benefits Of Joint Venture Marketing

1. You can build long lasting business relationships.
2. You can increase your credibility by teaming up
with other reputable, branded businesses.
3. You can get free products and services.
4. You can construct most joint venture deals with
little or no money.
5. You can gain new leads and customers.
6. You can get discounts on products and services.
7. You can save money on business operating costs.
8. You can beat your competition.
9. You can gain referrals from other businesses.
10. You can solve your business problems.
11. You can save valuable time.
12. You can get free and low cost advertising.
13. You can offer your customers new products and
services.
14. You can survive a depression, recession or a
slow economy.
15. You can save money by sharing advertising and
marketing costs.
16. You can target other potential markets.
17. You can expand and grow your business quickly.
18. You can gain valuable information or skills.
19. You can increase and protect your cash flow.
20. You can find new profit outlets.
21. You can become rich and wealthy.
22. You can start almost any business at little or no
costs.
23. You can get rid of your extra inventory.
24. You can reduce and eliminate your debts and
avoid bankruptcy.
25. You can afford to sell your products at a lower
price.
26. You can increase your opt in or ezine subscribers
for free.
27. You can get your web hosting and design for free.
28. You can save money outsourcing your workload
for free.
29. You can find hidden income streams.
30. You can exchange useless products for profitable
ones.
31. You can create new business funding and credit
lines.
32. You can reduce your taxes.
33. You can find and create new distribution channels
for your products.
34. You can give your employees more raises,
bonuses and benefits.
35. You can even trade non business stuff to
improve your personal life.
36. You can increase your sales and profits.
37. You can send your ad to huge, targeted email
lists at no cost.
38. You can eliminate employee hiring costs creating
barter outsourcing deals.
39. You can build your customer or opt-in list for
free.
40. You can build profitable alliances with other
businesses.
41. You can learn insider information from other
experts at no cost.
42. You can test your product for free.
43. You can out-sell other affiliates much easier.
44. You can increase the number of affiliates that
sign up to your reseller program.
45. You can offer more bonus products and incentives
to buy.
46. You can get highly credible endorsements and
testimonials from other experts.
47. You can quickly increase your ezine subscribers.
48. You can offer your products at lower prices than
your competition.
49. You can easily find new up sell and backend
products to sell.
50. You can create products faster and with less
effort.

These are only some of the benefits. They're endless!


Susanna on 01.15.05 @ 07:40 AM CDT [link]

Time for Organizing.

I love a new year. It's an opportunity for a fresh start. Of course, it has the unpleasant side effect of making one face the realities of upcoming taxes, closing books and getting things together in an attempt to pay the damn taxes. But I digress.

What I like to do the first week in the new year is to begin organizing. While going through some long forgotton books during the last three days I discovered that I had books that I no longer had the least bit of use for. Yes, they were once very valuable and meaningful to me --- decades ago. But not now.

Why do we carry items with us from decade to decade, well after they have lost their value to us? Things become a burden once their usefulness has ended. They create stress. Sometimes they harbor bad memories. Sometimes good ones. But we do not need things to have good or even bad memories.

So I am selling what I can, putting lots of stuff in the garage to give away in the spring and clearing out my house and my life. Yes, I can now get new things that matter to me now --- there is now room for them. But when their value is gone, so are they.

And that's my one and only new year's resolution.

Susanna on 01.02.05 @ 05:44 AM CDT [link]