Susanna's Online Magazine

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

Friday, 25 July 2008 03:55 am

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Saturday, March 25th

You Can't Blame the Copywriter if You Don't Use Their Copywriting.


I did an online associate a favor recently. In return for some very valuable help he gave me I wrote the home page for his Web site. His site is really terrible. He knew it and asked for my help in repayment for what he did for me. I have absolutely no problem with this. I pay my debts gladly.

I gave him the copy and I see he still has his cruddy copy on his site. He lifted one single line from the good copy I wrote for him.

It amazes me how people get attached to their own messes. They seem to be in love with the copy they write themselves and, as a result, they can't bring themselves to use professional copy that will get them results.

Here's a tip to those of you who hire copywriters. Please, use their copy. Take their advice. Don't try to be the expert. You're not. They are. If you're going to live in a mess, don't hire someone to clean it up. Just live in it. Sure, you'll lose long run. But you've no one to blame but yourself. You can't say the copywriter did it to you. And we prefer that.



Susanna on 03.25.06 @ 08:04 AM CDT [link]


Friday, March 24th

Wichita Police Department Tasers High School Student.


Tasers are getting out of hand as are the hands holding the taser guns, the cops. There may be times when they're called for. But they can be deadly. One man, for example, had a heart attack following being tasered by cops. He died. Was there no other way to stop the man? How have cops stopped people for hundreds of years without tasers?

I have an idea cops enjoy using tasers.

But now they've tasered a local high school student. The parents nor the public was told about this incident. They should have been. The school district and the city need to work together about a policy of using these instruments of pain in only the most extreme cases.

There should be strict state laws as well as federal laws making clear when a taser can be used.


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Susanna on 03.24.06 @ 03:37 PM CDT [link]


Thursday, March 23rd

Drudge Drudges Up Another Exclusive Again Trashing the Main Stream Media.


Matt Drudge, Internet gossip, has a late breaking exclusive on his site that once again shows his disdain and what appears to be envy for the main stream media.

The report tells about a producer at ABC who simply blasted President Bush as sending "mixed messages" and said that Bush "makes me sick." This while watching Bush on television.

This is a really big story for Drudge. It's embarrassed ABC and the producer and in reality is no more than most of us have said many times. Even those of us in journalism have opinions and from time to time express them. This story is a no story made into something out of proportion by this gossip.

The statement sent via e-mail is an old one made in 2004. How can something that happened in 2004 even be considered news?

Drudge will dig into anyone's laundry or trash to pull out the simplest thing so he can have an exclusive.


Susanna on 03.23.06 @ 02:22 PM CDT [link]


Slogans are Much More Important than Most Businesses Seem to Think.


A quick surf of Web sites tells me two things about slogans. Either most people don't have one at all or the one they have is simply awful.

Most slogans in use today are generic at best and crappy at worst.

A slogan is perhaps the most difficult thing a copywriter creates. Why? Simply put, it must sum up your business and the reason your business exists in three to seven words on average. That's a monumental task!

A slogan must make your business memorable. Everyone understands a slogan like "Just do it!" Everyone knows who it belongs to. But how many people know how long and how hard it was for a group of copywriters to brainstorm and come up with those three words?

Most people do not appreciate words and the power they hold. They think they can throw anything up on their sites or put in their mail and it's okay. Not so! A bad slogan makes you look stupid. It makes you look like a bad business.

If you don't have a slogan, get one. If the one you have is crappy, get rid of it now. It's better to have no slogan than to have a bad one.

Words are important. They're more than important --- they're the tools that create sales. Use the right words in the right place and in the right way or you're dead meat.


Susanna on 03.23.06 @ 09:54 AM CDT [link]


Sunday, March 19th

Radical Christianity is as Disastrous to Society as Radical Muslims Ever Could Be.


Christianity taken to the extreme is as nightmarish and dangerous to society as Muslim extremism. While I generally agree with the basic tenets of the Republican party, it has greatly changed. It no longer is the party of fiscal responsibility but rather it is the party of catastrophic fiscal irresponsibility, rampant greed and dangerous shortsightedness.

It is also the party that is bringing us to the brink of a dangerous Christian American Theocracy.
Radical Christianity is a growing intrusion into government and politics.

While the Democrat party used to be the party of big government and big spending, it now at least admits that we live in a global inter-related, inter-dependent world and that what effects one country effects us all. We can't be isolated.

The Democrat party once represented the common people, the poor, the so-called down-trodden. Now it is an elitist party. The Republican party, more than any other, represents the common Joe Six Pak. But with that also comes the dangerous religion that should never enter government. There should be a division of church and state. With the Republican party in control, that line is slowing but surely evaporating.

When that line is gone, America will be a Theocracy. America will no longer be free.


Susanna on 03.19.06 @ 11:49 AM CDT [link]


Saturday, March 18th

Preemptive Strikes are the Only Way to Survive in the World Today.


I ordinarily avoid talking politics. But let the record show that I'm neither Democrat nor Republican. I am a Libertarian both capitalized and non-capitalized. I have no axe to grind. Nor is anyone going to pay much attention to my opinion as it's not my field, for which I'm grateful.

But I do have a very strong opinion about preemptive strikes; about taking care of business before it's too late. My opinion is based in history. And I apply this theory to my business life as well as to my opinions about war.


Winston Churchill said, "If you will not fight for the right when you can easily win without bloodshed; if you will not fight when your victory will be sure and not too costly; you may come to the moment when you will have to fight with all the odds against you and only a small chance of survival. There may even be a worse case: you may have to fight when there is no hope of victory, because it is better to perish than to live as slaves."


Let us learn from history lest it repeats itself.




Susanna on 03.18.06 @ 06:07 AM CDT [link]


Friday, March 17th

Web Site Files Complaint Against Google for Ban and Loss of Business.


Google Inc.'s mysterious methods for ranking Web sites came under attack Friday in a lawsuit accusing the online search engine leader of ruining scores of Internet businesses that have been wrongfully banished from its index.

It's about time someone does this. Google should not have the ability to ruin any business. No business should have that much power.


Susanna on 03.17.06 @ 07:30 PM CDT [link]


Wednesday, March 15th

The Power and Danger of Advertising --- It's a Good Thing that Can Turn Bad.


Most people make their buying decisions based on advertising. When they see a product on television or in the print media or even the Internet that appeals to them, chances are high they'll go out and buy it. And this works with everything.

Drug companies have discovered that if they advertise their prescription drugs directly to the consumer, the consumer will beg their doctors for their drugs and most of the time the doctors comply with the patent's request.

It can be debated whether or not this is a good thing and I'm not going to start the debate here. I will say, however, that I asked my own physician about Previcid after seeing a television advertisement and I've been taking it for several years with great success.

We all pay attention to advertising. We perhaps pay more attention to advertising than to news and certainly we pay more attention to it than pay Web sites that have valuable, credible information. Only a handful of consumers use pay sites such as consumerlab.org or consumerreports.org.

I do use both sites frequently and make a good many purchase decisions based on what I read there. But we're all swayed by advertising and those of us in the advertising business know it. If someone makes it, we can sell it. That goes for good products and bad products as well.

Some people say that advertising causes people to go out and buy things they don't need and can't afford. I expect to a large extent that's true. Advertising is extremely powerful.

The following was taken from India Infoline in a business school essay on advertising.



Advertising creates desires through changing social values and attitudes, creating lifestyles to suit those new values and by supporting the culture of consumption. The impact of advertisement on popular culture is immense. Advertisements affect what we eat, wear, how we act and talk. Advertising can be seen as a communication channel for cultural change. Advertisements draw deeply from the inclinations, hopes, and concerns of society, but use the various values to suit its own purposes. For the ads to make sense, it is important that the ads draw upon the common experiences, perceptions, and attitudes of the audience. Every ad’s substance is taken from many cultural references, but returns an image back to society, thereby changing it. For example, an ad for condoms takes the common belief that AIDS needs to be stopped, but returns to society the image that condoms are the only way to stop AIDS, thereby changing society. Over the years advertising "has become more and more involved in the manipulation of social values and attitudes, and less concerned with the communication of essential information about goods."


Because advertising is so persuasive and has so much power over the consumer it is important that those of us responsible for writing the advertising and presenting it to the public do so in a fair and honest manner. We need to be careful with what we say about a product or service. We need to make every effort to be honest.

Advertising is not always honest. And because it's not, people have died. They've taken drugs that killed them. They've driven cars that were unsafe and driven on tires that blew up because they were poorly made. And the unfortunate stories go on.

Cigarettes, one of the most advertised products in memory, has killed untold millions of people and sickened others.

Advertisers will continue to lie to the public in order to create a profit. But we who are in the trenches can do what we can to keep them honest. At least we should try.

David Ogilvy, one of the greatest names in advertising said, "Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous."

Ogilvy also said, "Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product."

Words to live by. And write by too.


Susanna on 03.15.06 @ 09:50 AM CDT [link]


Tuesday, March 14th

How the Time Wasters Can Eat Away at Your Career and Cost You Dearly.


There are lots of ways to waste your time. As a copywriter, you know that time is both your friend and your enemy. But the one thing time always will be is money. Time and skill are the things you have to offer in exchange for your fee. If you waste your time, you're literally throwing money away. In addition, you're losing minutes and hours you'll never get back.

Throughout my long career I've learned that the biggest time wasters in our business or any business is people. The longer you're in business and the more you become an expert, the more people will try and steal your time. They'll try and get you to give them free advice, free ideas. Before you know it you've lost hours on these free loaders.

I get lots of requests for quotes daily. Most of those never turn into business. So I've learned not to spend much time with any one prospective client --- either by e-mail or on the phone. I think it was Donald Trump who said that most deals never happen. Whoever said it said the truth. Most deals don't come about. So don't spend a lot of time on any one deal or any one person.

I have prepared answers to most of the requests for quotes I get. Most people want the same sort of copy. While I have several levels of service I know that most people want the cheapest plan they can get even if it's not the best. I also know that most people are just price shopping. Yes, that's stupid but they do it so accept it. They'll often settle on the cheapest copywriter they can find. They'll get screwed and eventually they'll have to hire someone like me to get them out of their mess.

The best way to arm yourself against time wasters is to have most of your common questions already answered. You can personalize them, of course. But you'll have most of it ready to go. Because you basically say the same thing to everyone who contacts you.

When people say they'll talk to someone and get back to you or they'll think about it and get back to you, forget it. They're already going on searching out a cheaper copywriter. You won't hear from them again. Don't waste time on people like that.

My name is mentioned in books from time to time and, as a result, I often get phone calls from people wanting free advice. I've learned to cut them off quickly by telling them that my advice is $200 per hour. You'd be surprised how quickly they stop wasting my time! While we live in a capitalist society, a good many people are socialist at heart. They honestly think they're entitled to all they can get absolutely free.

I used to spend a lot of time on people. I thought they were prospective clients. In reality, very few of the people who contact you become clients.

Don't give people much information. Don't give them information and ideas they should pay for. Tell them what you'll do for them and how much it will cost. Tell them why you're qualified to do what you say you'll do. But don't offer to give them a free this and a free that. People really don't value what they get for free. Oh, they want it. They'll take it. But they put no value on it. People value what they pay for.

Some people go from one copywriter to another asking questions and probing for ideas --- never paying. When they do pay, they take all these good ideas to a cheap copywriter and have him do the writing after the pros have given away all the top-drawer ideas. I long ago quit letting people use me up like this.

I find that the people who pay you the least or not at all will try and spend the most time on the phone taking up our time. I've learned to cut my phone time. I limit what I'll give any one person until they pay me. And even after they pay me they only get the time they pay for.

The world today is not the world of yesterday. The customer is NOT always right. And being good is not always being right. The vast majority of people are users.

I've found that the people who actually sign an agreement with me are people who know and appreciate my value and take the least of my time. They know and understand that they get what they pay for. They're true capitalists. Frankly, those are the only people I really want to spend time with.

William Shakespere in King Richard II Act V Scene V wrote, "I wasted time, and now doth time waste me."

Don't let people waste your valuable time.

Jim Rohn said, "Time is our most valuable asset, yet we tend to waste it, kill it and spend it rather than invest it."

The users, the time wasters, are more than welcome to contact other copywriters. In fact, I hope they do. I value my time. And I expect others to value it as well. And so should you.


Susanna on 03.14.06 @ 08:55 AM CDT [link]


Monday, March 13th

AP Stylebook Update for Writers and Copywriters. Please Make Note.


An AP Stylebook entry has been updated:

Editor's Note: This style change affects entries on lesbian, lesbianism (deleted), as well as sex changes, transgender and transsexuals.

gay

Used to describe men and women attracted to the same sex, though lesbian is the more common term for women. Preferred over homosexual except in clinical contexts or references to sexual activity.Include sexual orientation only when it is pertinent to a story, and avoid references to \"sexual preference\" or to a gay or alternative \"lifestyle.\"




Susanna on 03.13.06 @ 01:23 PM CDT [link]


Sunday, March 12th

Just a Letter --- How Little People Understand What a Copywriter Can Do For Them.


"It's just a letter", my prospective client's wife said to him in disgust. He had told her that I proposed to write a series of lead generating sales letters for his fledging business. I gave him the cost. And as many rather ill-informed people do, the wife reacted with outrage at my fee. After all, it is just a letter.

We copywriters face this ignorance all the time. Some people think they're buying a simple letter or piece of paper or words on a Web site. They fail to realize that's not at all what they're buying.

What people buy when they pay a copywriter is more business. The letter or the words are mere vehicles for the sales that those vehicles produce. It's hard to make people understand. Yet they call on you (the copywriter) because they're not converting with whatever they're using now or they're simply not getting any leads. They need help.

Most people also know they can't write and they certainly can't sell through the written word. There are very few people who know how to do that. The people who do know how are called copywriters.

Yes, my fee was a lot for just a letter. But it was nothing for lots of leads and a considerable amount of new business.

Until more people understand this they will continue to struggle for more business.
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Susanna on 03.12.06 @ 12:23 PM CDT [link]


Thursday, March 9th

When Two Worlds and Two Generations Collide.


I was born during World War II. Some so called experts on generations put me in The Silent Generation, others the X Generation and yet other call us Baby Boomers. Fact is, I was born two years before the oldest Baby Boomers and way later than most members of The Silent Generation. I look at The Silent Generation as an older generation than me and The Baby Boomers as just nuts. I guess you could say I'm a misfit and you wouldn't be too far off the mark.

But I have a foot in both generations. There are two big things that set me apart from the Boomers. I never took drugs other than one puff off a joint in the early sixties and I detested their loud meaningless music and the way they had holes in their jeans; the way they had long hair and seemed drugged out all the time. Okay, so I hated more about them than I thought.

It is said that Bill Clinton and George Bush, both boomers, either still do drugs or did so until recent years. True? How the hell would I know. They both act like it. They're just weird.

Yet I was not silent. I marched on Leavenworth with the Berrigan Brothers. I can't recall why. But in the sixties everything seemed important. I marched for the ERA in new shoes that nearly killed me. I wore a jeans jacket with a flag and writing that said, Power to the People on it. And I wrote scathing anti-establishment articles that lashed out at the old men who ran our hateful government. I didn't trust government then. I do not trust it now.

But I still had one leg in each generation. When I lived in California I felt far too conservative for the people there and in the mid west I felt far too liberal or even radical. So I'm not really a part of either generation in the common sense of the meaning.

Oh, I would never have gone to Woodstock and run around with no clothes on. The foot that was in the fifties would have found that appalling. And frankly, I think most people look much better in clothes. In those days looking good was very important to me. Later in life I began to care less. But not enough to run around naked.

I was reared in a time when there were two kinds of women. Well, two that I'll discuss today. One was the majority of women of the forties and fifties. The women who stayed home. They were elegant women. Or at least the ones I knew were. My mother wore white gloves and stunning hats with vails. She wore real hose with the seams in the back and a girdle and garters and all those things that women used to stuff themselves into. And those damned heels that would in later life ruin their backs and legs and break them down.

My mother did her housework in a dress! Mother's world was a world of culture. The opera. Good books. Pleasant living. Comfort. Each summer was a time for big yards, wicker chairs and a summer read. My summer read always was and still is Giant, by Edna Ferber. I could never identify with the world of F. Scott Fitzgerald and the coldness of his characters. I loved the real world that Edna Ferber wrote about. Perhaps that's because Edna Ferber was a newspaper woman. Newspaper women were real. What they wrote was real and raw, uncut and unvarnished.

And then there was dad's world. His was a world of newspaper men and women and politicians. All were heavy drinking, chain smoking, loud talking, low life devils but they were pillars of the community and leaders of our state. Ah how little the voters know!

Mother hated dad's world. I've read that Jackie Kennedy hated Jack Kennedy's world. Culture and class and politicians are not a match made in the heavens.

In dad's world were a group of women who made their living writing on newspapers. In other words, newspaperwomen. They were tough. Most had never married and those who did marry tended to keep their own names and stuck their husbands at the end as an afterthought long before it was cool or accepted to do so. Helen Townsley Coogan comes to mind.

These women, Bertha (Bert) Shore, Ada Montgomery, Helen Townsley Coogan and many more were newspaper women of the old school. They worked hard and played hard. They were cynical. They held no one in awe and were intimidated by none. They had seen the underpinnings of life and people and knew that basically everyone was all the same. Everyone had the same fears, needs and wants. And most people in high places had low values.

One night The Kansas Press Association was having a convention in the capital. Everyone was on the roof of the Jayhawk Hotel around the swimming pool. Bert Shore and dad were drinking quite a lot and Bert said to dad, "Hutch, this dress is supposed to be drip dry. Let's see if it is." She then jumped into the pool.

Years later I was in the same hotel. Only this time I was older and was in the company of Ada Montgomery of The Topeka Capital-Journal. We were in the elevator. The car stopped at a floor and picked up about four nicely dressed men. The men were minding their own business. Ada pipes up and says to them, "If you're gonna' rape us do it and get it over with. I have things to do."

These women were just rowdy, tough women. But they were good women.

Bertha Shore was born in Hiawatha on October 15, 1897, and graduated from high school in Pleasanton. For eight years she taught school at Powhattan, Herington, and Great Bend. She once joked that she taught the second grade because she "couldn't work the arithmetic in the third grade."

In 1928, she joined her brother in the purchase of the Augusta Daily Gazette, where she worked from then on, putting out the paper almost by herself in the shortage days of World War II. She attained considerable prominence for her pungent editorial writing.

Bert was the first woman inducted into the Kansas Newspaper Hall of Fame. She died in March, 1963, at age 66, and set aside funds for her friends to have a party after her funeral.

While I shared my mother's love of opera and good books and I appreciated her classic beauty and her style, I gravitated to my father's set of friends. My mother's teas didn't appeal to me. But dad's running to emergencies and covering stories and seeing politics close up --- those things appealed to me. And I just loved the newspaper women of the fifties. They had such a keen sense of humor. They had sharp tongues and sharp pencils to match.

Those of us in the media see lots of things that the average citizen doesn't see. For example, I was at the state house one day and saw our former mayor holding one of our state senators up against the wall saying to him, "Wichita belongs to me. You keep your f----- hands off it!"

See, here's the deal, the government thinks it owns the governed and power corrupts. Good news people know this and they're the watchdog of the people. It's their job to watch out for the people. Often, however, they join forces with the low life politicians.

But to return to my saga and hopefully wind it up, I loved my mother's world to some extent. But tea parties weren't my --- excuse the pun --- cup of tea. I longed for the action of the newspaper office. I loved the click clack of the presses and the tap tap of the typewriters and the click of the old linotype and, above all, the smell of printer's ink that every old newspaper office had in those days.

So today I journal life in its rawness and I love to write more than life itself. But I also love the opera and my summer read. I love big green lawns and white wicker chairs. I have one foot firmly planted in the fifties and the other in the sixties with the boomers. I love culture and I love the rawness of real life. And that's what happens when two worlds and two generations collide.





Susanna on 03.09.06 @ 11:41 AM CDT [link]


Tuesday, March 7th

Pay Attention When You Get a Red Flag --- It Could Save You Money, Time and Worry.


My column today is directed mostly toward my fellow copywriters who struggle as I do to maintain a good business, a good reputation and make money for their clients. But most of what I comment on today is information that can be used by just about anyone doing business online.

Today I'm talking about red flags. When you have a good idea, you're said to have a light bulb go on above your head. Well, when you hear or see something that causes you to think twice or feel a thump in your gut, that's called a red flag.

People just starting out in business don't get red flags often if at all. Why? Because they've never been suckered or stiffed by a client. But it only takes one time and you've earned a red flag.

I'm at the age when I've had just above every con game in the world tried on me. I can usually tell in seconds when a missil is being set up and pointed in my direction. I miss a few red flags. One example is the chargeback I was hit with awhile back. But let the record show --- even then I saw a red flag. I just didn't heed that red flag. So shame on me.

What was the red flag? The prospective client told me he had called other copywriters and he named one, a very reputable, expensive copywriter. He then indicated that he wanted to copy another site and yet make it appear different. Now that's not something I'll do so I saw the first red flag. I knew he probably wouldn't like my copy because I wouldn't copy another site. But I also knew I could do a good job for him and make his site unique, even better than the site he wanted to copy. I have since learned that all he does is copy other sites.

The next red flag was when he asked, "What if I don't like what you write? Do I get a refund?" Well, I've never given refunds and if he had bothered to read my site he would have known that I don't. I told him that I did not give refunds and I don't make guarantees. But I added I would make revisions and corrections and do everything I could to make him happy. Of course, clients don't always know what's best for them. But we copywriters try and make them happy anyway. Whether that's good or bad could be debated. Sometimes we make the client happy only to cost them sales because we did it the way the client wanted and not the way we know is best.

This person gave me another red flag when he didn't use e-mail. He didn't want a paper trail or an audit trail of the transaction. Warning! This may indicate a person intends to do a chargeback. Read the consumer credit laws on this and you'll see what I mean.

But I made a big mistake with this person. I did not get any kind of a written or electronic agreement. So shame on me.

As a result of this one transaction I now:

Always get at least an electronic agreement which is perfectly legal in all states and totally binding.
No longer accept credit cards.
No longer use Paypal.
Turn down prospective clients who give me a red flag.
Wait until all checks clear before presenting copy to a client.

Here are some other red flags in no particular order of importance.

1.When a prospect insists on using Paypal, avoid the client unless you don't mind the risk.
2.When a prospect tells you how important he is or how much money he has, beware.
3.When a prospect says he will have a whole lot more business for you if you lower your price, beware.
4.When a prospect says he'll send you lots of business if you lower your price, beware.
5.If you give a money-back guarantee when a client isn't satisfied, you'll lose lots of money. A large percentage of your clients will be mysteriously dissatisfied.
6.If you don't get paid all your money upfront, charge twice what you would otherwise charge. You'll need it to make up for what you lose on the back end. And you will lose a lot of it.
7.If a prospect asks if you guarantee your work, beware. He may be planning a chargeback or stop-pay or some scheme to get his money back. He wouldn't dare ask his doctor for a guarantee or his lawyer. But people think copywriters should be grateful for any crumb of business. Tain't so McGee!

Now in the defense of people who want to pay through a system like PayPal let me say this. It is very convenient to both the buyer and the seller. And most people who pay through PayPal are honest people and use it because it is convenient. Most people are NOT going to stiff you.

But when you deal with people all over the country or all over the world and you're usually a one-person shop, you can't afford even one deal gone bad. If you've got a team of lawyers and you're a big corporation, that's another story. So you determine for yourself how much risk you want to expose yourself to.

Keep in mind too that the majority of people you do business with are basically honest. They understand that they can soon ruin their reputation in the age of the Internet by stiffing people. In addition, most people want to do what's right. But it only takes a few to make your life a living hell.

So watch for the red flags. I've named a few. There are more. You'll feel them in your gut when you hear them. Pay attention to that feeling. It could save you a ton of money and stress.


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Susanna on 03.07.06 @ 10:41 AM CDT [link]


Monday, March 6th

Never Fall for these worn out gambits.


There are some lines that have become a part of American life. Some lines are so cliché as to be laughable and yet people keep passing the lines and some very ignorant people keep falling for them. To quote a famous con artist, "There's one born every minute."

I won't do every line but here are a few:

"My wife doesn't understand me."
"My wife is frigid."
"I'll use protection."
"I'm sterile."
"I'll give you a lot of business."
"I'll get you other clients."

Well, I'll concentrate on the last one or two for now. The other ones don't even deserve any attention they're so perfectly stupid and yet men still use them. Oh well, let them think women believe these cock and bull stories.

But I digress. How often do you have a prospective client tell you something like, "I'll have lots of business for you if you'll do a good job for me on this one and come down on the price." Oh yeah? And I've got a bridge in New York I'd like to sell you cheap.

Fact: You ain't gonna' get more business because you lower your price. All you accomplish is that the prospect has a sucker. Oh yes, he'll give you the business alright. But it's not the kind you want.

You don't make money on promises of future business or referrals or anything else. You make money when it's in your hand and you can keep it from a chargeback artist or a stop-payment-on-a-check scammer. Only then have you made a deal.

A very old negotiating gambit that old men used years ago was the old more business if you drop the price gambit. I do wish people would come up with new lines. But don't fall for this one. Don't come down on your price because someone promises you more business or offers to bring you more clients or customers. It ain't gonna' happen my friend.

"Aaron Jay" Lieberman tells us on his site in discussing this type of client, " I believe he had charged back his deposit, and said if it wasn't done immediately, the many hours of work I had done for him would be unpaid. I know he had charged back one deposit without cause, but can't remember if it was this time specifically or not. I wound up doing "one more thing", then "one more thing" under threat of not getting paid anything."

Yes, some people will do anything they can to get their way and use you up. Never lower your price unless you take value off the table. Don't be one of those who are born every minute. My readers are too smart for that.


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Susanna on 03.06.06 @ 07:00 PM CDT [link]


Sunday, March 5th

Love the Media, Hate the Media --- It Just Depends on Which Side You're on When.


I was covering part of the Tammy Faye Bakker, Roe Messner, Jim Bakker story for The National Enquirer years ago. It was a fun assignment. At the time it was the big national story and everyone was talking about it. People love sordid things. That's why The National Enquirer has always been so popular.

But let me tell you this, no publication in America checks facts as well as the Enquirer. They check little things. They check big things. They check and double-check. I used to tell my mother that I believed what the National Enquirer printed quicker than the New York Times. Recent years have proved me right on the mark too.

When I was in journalism school newspapers like The New York Times were held in high esteem and we were encouraged to model ourselves after its reporters and editors. Well, it can be debated from the vantage point of several decades if that was advisable or not.

At any rate, back to my story for The National Enquirer. I was in the court room behind Messner. One of his former neighbors, a rich woman of ample proportions, looked over at me and asked, "You're not with the local press. I can tell my the classy way you're dressed. You're with the Enquirer aren't you?"

I winked at her as women do to each other in the private world of women.

Well, I asked Roe a few questions before court started. All he said was, "No comment." I didn't expect much more. I'd get my story from other people anyway. I always get my story.

Here's the point of this diatribe. For years Messner courted the press. He was a big land developer in the area and he loved to get his name and picture in the paper. But when he got caught up in the Tammy Faye thing he suddenly didn't want the press near him. His smile was gone. Oh how people change.

It's that way with politicians. They love the press when they want to use it. But they hate the press when the press catches one of them with their pants down.

I guess that's the way we all are, however. We all want good attention. None of us wants bad attention.

One nice thing about being a journalist is you can write your own press releases. You just have to be careful about believing them.

My father, a former newspaper publisher, used to tell me about something some newspaper had published about him and he'd be all proud and gushing. I'd say to him, "Dad, you wrote the damn press release. You can fool the readers but don't believe your own press."

And so it goes.


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Susanna on 03.05.06 @ 05:12 AM CDT [link]


Thursday, March 2nd

Morning Thoughts - From Drudge to Microsoft and Back to Starbucks and Sun Tzu.


I get up at 4:00 every morning. I drink strong Starbucks coffee and read the news on the laptop. The Wall Street Journal doesn't arrive until 6:00. I read a chapter in Sun Tzu's The Art of War before lifting weights and doing the treadmill. During all this I'm getting ideas. I'm thinking. Plotting. Planning. My mother used to ask, "What trouble are you thinking up this morning?" I've always been a morning person. Perhaps it's because I was born in the morning. Or perhaps it's just the way nature made me. But I like it. I have a full day in by noon.

This morning I was thinking about the Drudge Report. I'm not sure why I was thinking about Drudge but my mind is like that. It leads and I follow. I was thinking why exactly Drudge has a Google pagerank of 7 last time I looked and yet when you do a google or yahoo on Bush or Clinton or something else that's always newsworthy the Drudge Report never comes up.

Oh The New York Times and The Washington Post comes up. And some popular blogs come up. So what does pagerank really mean? Nothing. No Thing.

And why exactly doesn't Drudge ever come up in search? All it is is a page of links, that's why. Once and awhile he'll have an original article. He's credited, for example, with breaking the Monica Lewinsky - Bubba story. And I'll admit that lots of people hit the Drudge page daily --- myself included. But only because you want to see if Drudge has another exclusive and also because he has all the good news links in one neat place.

Bottom line? Pagerank doesn't mean much at all. Lots of low page rank sites get lots of high search engine placement. What really matters is original content. Lots of it. You gotta' keep those presses running.

And then on to . . .

And so I read this morning that Microsoft claims it will soon unveil a better search engine than Google. Well that shouldn't be hard. The results one gets with Google leave much to be desired and Microsoft is already a superior search tool. I personally hope Microsoft pulls it off. Google has gotten a bit big headed. Too many people put too much importance in it.

I guess that's what this post today is all about. Many times things seem much more important than they really are. We start paying too much attention to one or two things and before you know it, what's really important hits us in the head like a blackjack.

I wonder what Sun Tzu would say about that?


Susanna on 03.02.06 @ 04:55 AM CDT [link]


Wednesday, March 1st

Don't Let Your Clients Let Radio Stations Write Their Radio Commercials.


I can't tell you how many clients I have who want me to write their commercials only to turn them over to a radio dj or announcer to read. What a waste of a beautiful radio commercial.

No one can mess up a great commercial faster than radio stations. What's worse, the radio station salesman will always try and get the client to let the radio station write the commercial rather than have it professionally written. They do this because the radio station has more control over the radio spot that way. The people who write radio commercials and work at radio stations are generally paid minimum wage and write a bunch of garbage that end with " .. . you'll be glad you did" and go on to the next spot.

Announcers at radio stations perform a variety of tasks on and off the air. They announce radio station program information, such as program schedules and station breaks for commercials, or public service information, and they introduce and close programs. Station announcers read prepared scripts or ad lib commentary on the air, as they present news, sports, the weather, time, and commercials. If a written script is required, they may do the research and writing. Announcers also interview guests and moderate panels or discussions. Some provide commentary for the audience during sporting events, at parades, and on other occasions. And, of course, most read commercials.

Some radio station announcers are quite good. But most local announcers leave a lot to be desired.

Radio stations make their money from the radio commercial. In other words, radio stations make money from advertising. Period. So their main goal is to sell you advertising. Or your client as the case may be if you're a copywriter or ad agency.

They don't give a damn if the spot you or your client pays for is good or not. Oh, they want you to return, of course. But in truth, they want to sell you air time.

The bottom line is, get your spot written by a professional and produced by professional voice talent. Radio is expensive. Radio copy is expensive. Do it right and it's a valuable way to advertise. Do it wrong and you quickly lose more money than you would in a weekend in Vegas. And it's a lot less fun.


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Susanna on 03.01.06 @ 01:53 PM CDT [link]




Susanna K. Hutcheson

Susanna K. Hutcheson is a well-known, prolific writer and copywriter. She started her career in 1967 and has been a reporter on numerous newspapers, a feature writer on major magazines and trade publications and editor and owner of several weekly newspapers. She is executive copy director of Power Communications. She is also a press card-carrying award-winning journalist.






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