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

The National Anthem in Spanish is a Hideous Idea and an Attempt to Steal Our Heritage.

Americans are not Spanish. Americans are not European. We all may hail from other lands but once here legally we are Americans only. One word covers it --- American. Our language is not Spanish. I get madder than hell when I get my mortgage statement in Spanish. I called the company and told them I would not pay until I got it in English. "I can read Spanish," I told them. "But I'm an American and I want the goddamn bill in English."

I'm tired of making phone calls and hearing the option to hear it in Spanish. And I sure as hell don't want our national anthem in Spanish. That's bullshit!!

Most of us are of European extraction. Some are of African extraction. And some of Spanish and other extractions. But our language is English. The goddamn people who come here from another country should learn our language or leave. Our ancestors did.

We shouldn't have to learn their language.

The Star-Spangled Banner is a very American song. Yes, American immigrants borrowed the melody from an English drinking song. But it was an ENGLISH song --- not Spanish. America's language has always been English.

These people who are getting a free ride (the illegals) while I pay so much in taxes that I can hardly live should go back to wherever they came from. I'm tired of paying for them while they get a free ride from our government and then they try and take over my country. I've had it with them. Take them back to where they can speak their beloved Spanish all they want. I'm sick of hearing it. I used to love Spanish. I am beginning to hate the sound of it.

Listen to the national anthem as it should sound.

Susanna on 04.29.06 @ 09:42 AM CDT [link]

Five things you can do to increase your direct mail response rate.

You can have a terrific sales letter and still your mailing can fail. There are many things that determine the success or failure of any mailing. But there are things you can do to increase your chances of success. Here are a few.

1. Offer a toll-free number. In this day and age of cheap long distance that doesn't sound like much. But it can raise your rate of return greatly. Moreover, you should use an easy one to remember. If you sell tires, try and get a number like 1-800-for-tires. Now I doubt you can get that specific number. It's just an example.

2. Test a separate order form. Many copywriters attach the order form to a brochure or letter. That's okay. But try a separate order form. This is especially great for leads and impulse buys.

3. Offer something free. Oh I know, you hear this all the time. But it works. And what works even better is if you have something with the recipient's name on it. But you can count on raising your response if you offer something free. I like to offer a free critique or something of real value. People always want something free. Give it to them.

4. Appeal to emotion first --- appeal to reason second. People buy for emotional reasons in most cases. They don't use reason. They'll justify it later by talking to a spouse or partner and explaining how it will save him time or money or whatever. Use fear, sex, love or other emotional appeal.

5. Always ask for a specific call to action. This is one, believe it or not, that most people screw up on. Tell people what you want them to do whether it's a phone call, a fax or whatever. If you leave it to them, they'll do nothing.

Try these with your next mailing. You'll notice a big difference. And if you're having a hard time with your current mailing, you need to do something. Begin with these.

Susanna on 04.27.06 @ 11:55 AM CDT [link]

Should you cut back on your advertising and marketing during a recession?

Many, perhaps most, small business people cut back on advertising during bad economic times. That's just the opposite of what they should do.

A study published in Business News Week, 12/4/87 indicates the exact opposite. Agency Ogilvy & Mather and the U.S.-based Strategic Planning Institute found a clear link between increased spending on advertising and increased market share. The study showed that companies spending “much more” on advertising than their leading competitors as a percentage of actual or projected sales, captured 32% to 40% of the market...companies that spent about the same as their rivals gained a 23% market share, and those spending “much less” had to be content with less than 15% of the market. Market share, in turn, has a dramatic effect on profitability. Those companies with greater than 40% enjoy an average return on investment of 41%, while those with shares under 10% return profits around 9%.” By effectively marketing during a recession, while your competition cuts back, you can capture a larger piece of a shrinking pie...and when the economy turns around, you find yourself in an incredibly strong position.

David Ogilvy said . . .

If you're smart, you'll increase your budget during bad economic times. That suggestion was made to me by the late Cecil Hoge of Harrison Hoge Industries and author of The Electronic Marketing Manual. Good advice.



Susanna on 04.25.06 @ 09:24 AM CDT [link]

Are You Forgetting to Use the Unique Selling Proposition in Your Marketing?

Famous copywriter Rosser Reeves invented the well-known USP or Unique Selling Proposition. That's perhaps the most famous acronym in business and advertising.

In his book, Reality in Advertising, he laments that the popularity of the USP does not reflect a wide-spread understanding of the term.

He defines the USP in three parts:

Reeves recommended thinking of the USP as something the consumer takes from the ad, rather than as something the copywriter puts into the ad.

Reality in Advertising was published in 1961 --- that's a lifetime ago. Yet the USP still matters and it still sells. Trouble is, many advertisers have forgotten it. In their effort to make ads look cute and funny and in some cases to win awards they forget to use the USP to sell the product.

Advertisers and copywriters would be well advised to get back to the basics of advertising. That's the way to start making more sales.

Does this look like you?

by hugh macleod
Gapingvoid.com




Susanna on 04.24.06 @ 05:46 AM CDT [link]

Do People Read Your Ad or Sales Letter or Web site All the Way Through?

People constantly wonder this. "Do people read my Web site all the way through?" "Do people read my entire sales letter?" "Do people read my print ad from beginning to end?"

Here's a way to find out for sure. End your copy with an offer to pay $10.00 to anyone who writes you or emails you that he read the ad through. You'll be surprised how FEW responses you get!

It's a real eye-opener when you think your copy is really great. Remember, what you may love may not sell a thing. And all that matters in business and in advertising is making the sale.

Susanna on 04.23.06 @ 06:11 PM CDT [link]

What Will the Economy Do and What Will It Mean to Small Business Owners?

A reliable source who works at a popular local east side Starbucks tells me that sales at that store are actually up despite the economic downturn and the high price of gas. She adds, however, that it is affecting the wait staff.

"People are leaving fewer tips and some people leave nothing," she says. She also said that other Starbucks stores in the city are not faring as well. "People on the east side like their coffee," she says. But she adds that the other stores are beginning to see a dip in sales.

On the other hand, a local used book store that always does a brisk business tells me that so far business is the same . . . they've noticed no difference at all. Whether that changes remains to be seen.

Right now the economy looks bad and worsening. However, that may not be the case. Financial Intelligence Report says, "We feel that oil prices will continue to dramatically fall in the next 12 months to $40 a barrel!"

There's no way to know if they're right or not but they were right when they predicted in April 2004 that oil prices would skyrocket from $29 per barrel to over $60 within 12 months.

If they're right, what we're experiencing may be just a blip on the radar. On the other hand, we could be at the beginning of a major inflation or worse.

Let's look at some figures. I'm told that figures, unlike words, don't lie.

The buying power of $1.00 in 1980 had the same buying power as $2.42 today. So people who compare the recession of the eighties to today have to do some heavy figuring and some are manipulating the figures. That means that a car you paid $10,000 for in 1980 would cost you $24,247.57 today. And that is about the average price of a car today.

The federal minimum wage in 1980 was $3.10. In 2005 the federal minimum wage was $5.15. In 1996 dollars the minimum wage in 1980 was worth $5.90. The minimum wage today in 1996 figures is worth $4.15. The buying power of $3.10 of 1980 takes $7.52 today. In other words it takes $7.52 in today's dollars to buy what you could buy for the minimum wage of $3.10 in 1980!

The average cost of a new home in 1981 was $83,000.00. A gallon of gas was $1.38 and the median household income was $19,074.00.

Today the median home price is $190,000. A gallon of gas is hovering around $4.00 and the median income is $65,093.

So the average cost of a home has doubled. Gas has more than doubled. But income has more than tripled.

The average inflation rate in 1980 was 13.58 percent. The current inflation rate is only 3.36 percent. So other than the average wage being out of whack things look better today than in the eighties even though many people are comparing the two periods as being similar.

On the other hand, one tends to worry just a bit when we learn that inflation was 0.00% in 1929. And that was one month before the crash!

The median income in 1929 was $5,373,200. That's 62,779.26 in today's dollars --- close to the current median income. It would take $11.68 to buy what a dollar bought in 1929. Gas was 0.21 cents per gallon. That's $2.45 in today's dollars.

What that tells me is that in 1929 before the big crash and the depression the economy was better in some ways and very close in other ways to what it is today.

The figures in 1929 were perhaps better than any time in recorded financial history. It was call The Gilded Age if you recall. The figures of the eighties were worse than our economic figures today. On the other hand our current figures compare very closely to 1929 before the crash.

Now I must qualify all of this by saying that these are figures I have researched and, while the figures are true to the best of my knowledge, I make no pretense of being an economist or even being able to manage a checkbook without Quicken. But the figures themselves do not lie. My interruption, of course, is open to debate. The figures do concern me.

So with all of this out of the way, in upcoming posts I'll bring you some tips on how to handle your own small business in these uncertain times. And more importantly, what to do about your advertising and marketing. I've seen people make big mistakes in uncertain times. Perhaps I can help you to avoid a few.

Stay tuned . . .

Susanna on 04.22.06 @ 09:49 AM CDT [link]

Our Businesses and the Hard Times Which May Be at Hand.

Texans are going to pawn shops to get money to pay for gas. Pumps have gone dry at some stations around the country. Gas is at $4.04 in Beverly Hills as I write this and hovering just under $3.00 in most of the country and oil is at $75 a barrel. How will this effect our businesses? Are we going into an economic decline? I'll post some thoughts and ideas during the next few days on how we can deal with this issue as it worsens. I'll dig up some of the best economic thinking I can find. This change in the course of events will effect our businesses and our income and how we should operate when people aren't buying anything because they can't afford to.

As a student of The Great Depression and Mr. Roosevelt's folly regards that period, I'm amazed at the similarities.

. . . developing

Susanna on 04.21.06 @ 03:13 PM CDT [link]

Copywriters --- Don't Turn Down Dopey Ideas --- You and Your Clients May Regret it.

Copywriters always need to come up with ideas for their clients and for the positioning and branding that many of us do. But in fact, few of us come up with many BIG IDEAS in our entire careers. David Ogilvy, one of the greatest copywriters to put words to paper, admitted that he had perhaps come up with just twenty big ideas in his career.

Ogilvy also said that he often failed to see a good idea for what it was. Many clients, like Ogilvy, turn down our good ideas because they sound "dopey." Often we turn down our own ideas. We're scared to present them to clients because they sound different. They've never been tried. They're wild. Often, however, they're GREAT! Before you or your clients turn down your next idea, read this.

"One of my partners came up with the idea of parading a herd of bulls through Merrill Lynch commercials under the slogan -'Merrill Lynch is bullish on America.' I thought it was dopey, but fortunately it was approved before I saw it. Those bulls are still parading, long after the account moved to another agency."

Those are the words of David Ogilvy. Copywriting is about ideas. Don't throw them away because they don't sound great to you or your clients. Not all of your ideas are great. Many are not even good. But many great ideas are dumped because of fear or because they sound crazy. Next time, remember Ogilvy's experience. You may throw out a winner if you act too fast.

Susanna on 04.20.06 @ 08:55 AM CDT [link]

Do Copywriters Charge Enough? If Not, What Should Copywriters Charge?

"What should I charge?" That's perhaps the most frequently asked question by not only new copywriters but many who have been at it for a long time.

Copywriters charge all over the board. For example, there are a few copywriters who charge $1000 per page of copy. And if the copywriter is experienced and good, it's well worth it. There are yet others who charge between $400 and $500 per page, which is around the middle. Others charge around $750. They're usually senior copywriters with lots of experience but no books published and they don't use "Dr." in front of their name, etc. Yet others will let you hire them for $50 to $250 per page.

So what's the right fee?

Nearly 300 freelance copywriters answer 62 probing questions about their fees, finances, and marketing secrets in this incredible one-of-a-kind look into what copywriters charge in real life.

You'll discover the answer to these pricing questions in the 67-page 2005 Freelance Copywriter Fee & Compensation Survey, where nearly 300 freelance copywriters reveal what they charge for 20 common copywriting jobs.

You'll be amazed to see what some copywriters charge --- and get! And who they are. I was frankly distressed to see how many copywriters actually undercharge. I can understand new copywriters with little experience charging on the low side. They should. But what I can't understand is how a really experienced copywriter can charge --- much less live on --- some of the low fees.

For example, the median fee for writing a Home Page is about $400-$450. That's way too low. Look, the client will make a ton of money from what a good copywriter provides him with. Copywriters --- charge what you deserve! But I was glad to see that those who specialize do charge more in their areas of expertise.

For example, I specialize in radio copywriting and direct mail copywriting. So I naturally charge more than some people in these areas because I specialize and I know more tricks.

So, bottom line --- buy the book.

Oh, and thank all of you for donating to my magazine. I appreciate it. I'm going to wait until I get enough to buy a new Palm and use the proceeds for that.

Help Susanna buy a new Palm. Click the button above to buy.


Susanna on 04.17.06 @ 03:51 PM CDT [link]

Cartoons and Their Place in Copywriting and in the Business World.

I'm not a big fan of cartoons other than those in The New Yorker. But I'm beginning to enjoy them and see some use to them in copywriting and in business. For one thing, most people DO like them. I am in the minority. And if I'm to make my readers happy, I need to supply them with what they want. So my magazine now has a joke column and a regular cartoon.



This is a cartoon done by Hugh Macleod over at gapingvoid.com, a very popular blog. Thank you, Hugh. This is cool. I actually like it. And I promise my readers to put up more funny stuff. Life is, after all, sort of a joke that nature has played on each of us.

Order Hugh's Blogcards. They're so cool.

Susanna on 04.15.06 @ 09:34 AM CDT [link]

Ways to Get More Business from Your Web site --- Web site Marketing that Works.

There are a number of ways to provide better Web site content. And none of the ways has anything to do with being a good writer, although that certainly is a major advantage. Good writing is good business.

First let's face a fact. People are not anxious to spend money. The main thing people search for on the Web is information. They want to know how to make more money, how to improve their health, what products are best, etc.

You are reading this article not because you want to hire me to write copy for you. You are reading this because you think you might get a bit of FREE information that will be of advantage to YOU.

So the first thing your site must do is to provide lots and lots of useful information. That's easy to do. First you write some valuable articles. Can't do that? Hire me. Can't afford me? Get the RSS feed to my articles or to the articles of other people who write on subjects that match your Web site's topics.

RSS is a wonderful and fast way to fill your site with great information. I'll write more about that at another time.

Give them a reason to return to your site.

People usually won't buy from you until they visit your site 4-5 times. So you should give them a reason to return to your site. Updating product or service information, timely how-to tips, or an upgraded software demo are good reasons for people to return to your site or maybe even bookmark it.

Keep your site updated. Change it often. People like to see different things when they return to your site. And by the way, so do the search engines. It's just good business.

How are you different from the competition?

Your visitors will expect to see a sales pitch. But before you get into it too far, point out how you differ from the competition. "Why should I do business with you and not John B?" That's the question your visitors will ask.

I see lots of products online that appear to be basically the same thing with different names. I want to know what sets the products apart and why one is better than the rest --- at least for my unique situation. If they're all the same, I'll buy the cheapest. I'll bet everyone is the same as I am.

Your Web site is your opportunity to get people involved and interested. Provide them with lots of valuable information. Give them reasons to return to your site. Tell them you'll have new information hourly or weekly or whatever. And finally tell them why they should do business with you instead of the competitors.

Do these things and watch your business increase.


Susanna on 04.12.06 @ 09:49 AM CDT [link]

Dirty Journalists, Illegal Immigrants and Other Nasty Things.

As many as half a million people marched through downtown Dallas yesterday for the rights of illegal immigrants, in the largest civil rights demonstration in the city's history and to some experts, the birth of a new social movement. "We came, we made history," said Victoria Garcia, a 21-year-old marcher from Dallas. More marches and events are scheduled for today.

Look, I ask you, why should ILLEGAL ANYONE have rights?

Is Mexico Planning to Take Over America or Parts of It?

Mexico is not shy about expressing its intention to conquer the American Southwest, which it regards as territory lost in the Treaty of Guadalupe Hildalgo in 1846. Mexican children are taught in school that the United States stole that land, which they call Aztlan. Absurd rantings of political extremists? Consider:

• In 1997, then-President Zedillo proclaimed that "I have proudly affirmed that the Mexican nation extends beyond the territory enclosed by its borders."



• Mexican American Legal Defense Fund founder Mario Obledo stated, "California is going to be a Hispanic state. Anyone who doesn't like it should leave. Every constitutional office in California is going to be held by Hispanics in the next 20 years." People who don't like such demographic changes "should go back to Europe." (Incidentally, Mr. Obledo was also the California Secretary of Health, Education and Welfare under Gov. Jerry Brown.)



• Mexico's President Fox has been unrelenting in his brazen demands on the United States, starting with open borders even before he was elected. He has called for the border to be "a joining line." His visits to the U.S. have been filled with endless requirements for Mexican citizens illegally in this country -- free healthcare, taxpayer-subsidized in-state tuition for illegals at state colleges and universities, guestworker programs and amnesty for all.


In marches yesterday people carried the Mexican flag. That's obscene. This is not Mexico. Spanish is not our national language. What is happening is dangerous. Mexicans are planning to take over America.

Mark Krikorian on his site, libertypost.org, says, "What we're seeing in the streets is a naked assertion of power by outsiders against the American nation. They demand that we comply with their wishes and submit our immigration policies for their approval, and implicitly threaten violence if their demands are not met. Far from being a discussion among Americans about the best way to regulate immigration, the illegal-alien marches have been marked by the will to power: ubiquitous Mexican flags, burning and other forms of contempt for the American flag, and widespread displays of blatant racial chauvinism and irredentism."

If we don't do something, this will turn into a civil war. We need to face this issue now or it will get out of hand. And while we're dealing with this what will the Middle East be planning against us while we're not watching?

. . . developing



Journalism Has Long Had its Perks



According to an article in The New York Daily News today, "The New York Post "Page Six" scandal grew yesterday as those familiar with the gossip page painted a picture of an out-of-control institution where lavish gifts are routinely bestowed on columnist Richard Johnson and his staff. "

The truth is, journalists have long gotten special treatment. While most have not taken money for special treatment on the pages of their papers or on the air, most get free tickets to events, free gifts of all sorts. I can get into most affairs free. I get free books to review. It's part of our business.

But when a gift is a bribe, that's a different story. I got a book one time (I know a book is not expensive) from the author. My review was not kind. I didn't like the book and that's what I wrote. Giving me a gift doesn't mean I won't write nasty things about a person or thing if it's not true.

But yes, journalists do get special treatment. Perhaps it shouldn't be that way. But it is. And I think it probably always has been. But the people over at Page Six may be taking it to a new and dangerous level. Oh it's probably always been that way in New York.

The New York Times today discusses business people getting their names in the gossip columns. Most people think business people don't make the gossip pages. But according to a story in the NY Times Dealbook today, "Until recently, we assumed this was because most moguls are just, well, boring. Now, amid allegations that a reporter from The New York Post tried to extort money from Ronald Burkle in exchange for better coverage, we don’t know what to think anymore."

It also lists the names of top business people who get on the Page Six and Gossip sections during the year ended April 9.

So now the dirt on journalists is coming out. And so it goes.


Tech Tags: illegal immigrants, mexicans, Mexico, America, current affairs, journalism, Page Six, New York Daily News, Times, reporters, gossip, newspapers, media, rants, talk, misc

Susanna on 04.10.06 @ 08:13 AM CDT [link]

In NY Post Page Six Inquiry, Gossip Swirls Around Gossips and the world they live in.

I admire the way The New York Post took a lemon and made lemonade. A major story hit it yesterday. According to The New York Daily News, "A New York Post Page Six staffer solicited $220,000 from a high-profile billionaire in return for a year's "protection" against inaccurate and unflattering items about him in the gossip page, the Daily News has learned."

But The New York Post broke the story first yesterday on its own Web site.

The staffer, Jared Paul Stern, is said to have claimed, "We know how to destroy people. That's what we do." He added that major gossips do so "without liability." I wasn't clear if he was talking about the Post or gossips or newspapers or reporters or who exactly. But frankly, it could have been said by Dan Rather just as easily as many media people believe they carry such inordinate power. And to some extent, they do.

When I was in journalism school we were constantly told how valuable the "Forth Estate" is and how much power it holds. Of course, Watergate proved that to be true and it caused many young people to enter journalism. It was an exciting business to be in. I think it still is.

The New York Daily News is leading with the story. In fact, it's everywhere. Drudge is making a big deal out of it --- as well he should.

People fear being exposed.

Jared Paul Stern, the reporter at the center of this mess, is quite an impressive man. He is said to wear jeans and a sports coat and be quite the dandy. He loves gossip as much as most everyone else. The difference is he writes it.

I remember back in the fifties everyone loved to listen to well-known celebrity gossip Hedda Hopper. Then there was Walter Winchell who was unlike any gossip reporter ever before or ever since. People love gossip. Stern may have taken it to a new and dangerous level, however.

The New York Times tells us in a story today, "The New York Post is cooperating with a federal investigation into whether a longtime contributor for the Page Six gossip column � the avidly read daily log of wrongdoing, double-dealing and sexual indiscretions by celebrities both minor and major � tried to extort money from a California billionaire, according to a spokesman for the newspaper."

Well-known gossip Jeannette Walls wrote a popular book in 2000 called Dish: The inside Story on the World of Gossip. She is the person who outed Matt Drudge as a gay man. "I outed him in my book, and he posted my home phone number on his website," she said in an interview with mediabistro.com.

"I got literally thousands of calls. Oooh, they were nasty! Death threats, really. I had a couple of sources on the story. I talked to somebody who had dated him. David somebody. I quote him in my book. Nice guy. He was telling me all about Drudge's sexual habits. According to him, some of it was pretty kinky, and some of it involved eggs," Walls says in the 2002 interview.

Journalism and the fringe craft of gossip can be dangerous. I remember when my father was young he did a story that helped send a man to prison. The man threatened to kill dad and dad carried a gun every day of his life. People, while they love gossip, don't want their dirt read by others. They want to hide their dirt and appear to be nice guys. The media, at its best, exposes the dirt.

Having said that, it is totally unethical and totally wrong to ever ask for or accept money or anything of value for either writing something or not writing something about anyone. The money for a publication should come from advertising --- not the news or the gossip. And while I'm at it, gossip is news. It's just a different kind of news. We all love it.

Even the story coming out about President Bush approving the leaking of classified information to help make a case for war is gossip even while it's news. It's tantalizing.

Media people have to check facts before they print or post anything. It's hard to protect against libel and other liability offenses. But the truth is an absolute defense and as long as one tells the truth and can prove it there is no problem. But I question some online gossips.

For example, Matt Drudge published an e-mail sent by an ABC News producer. Was that a copyright infringement? My copyright book tells me that the person who creates the e-mail owns it and owns the copyright to it. An e-mail can't be posted without the owner's permission. Yet Drudge did it with no repercussions of which I'm aware and others do it frequently. I know lawyers who forward e-mail to clients. Are we ignoring the law at every turn? Is there no individual privacy?

I have an idea that this breaking story will blow the doors of the shadowy world of professional gossips wide open. What will we find inside. Ooooh, I can't wait to see!

Susanna on 04.08.06 @ 03:37 PM CDT [link]

Capturing Mount Diablo --- The Island Mountain.

When I lived in Antioch, California our picture window overlooked big bad Mount Diablo. I have a picture of it somewhere but don't want to dig it out right now. But I found a lovely new photo
documentary of Mount Diablo online. The photos are beautiful and the voice doing the descriptions is great.

Mount Diablo occupies a unique geographical position on the boundary of the Bay Area and the Central Valley. On a clear day, views from its 3849 foot summit stretch more than 200 miles. Mount Diablo has one of the largest viewsheds in the Western United States.

THE ISLAND MOUNTAIN. Mount Diablo is the southern limit of the range for some plants and the northernmost for others. It provides habitat for over 100 species of animals and 650 species of flowering plants. 12 species of endangered plants and animals have been identified. The Mountain has one of the most varied climates and habitats in the San Francisco Bay Area.

Mt Diablo began as volcanic rock beneath the surface of the Pacific Ocean was scraped into a mass between the Pacific tectonic plate and the overlying sedimentary layers of the North American plate. As ice ages affected sea levels, sedimentation continued in shallow coastal seas. About four million years ago, the older, harder volcanic material from the sea floor forced its way up from between the two plates heaving the weaker sedimentary layers up an angle. Over time, younger rock above eroded and by 2 million B.C. the older rock we recognize as Diablo’s peaks was exposed as low-lying hills.

There is a movement to take some of the special appeal away from this beautiful area. If you're interested in helping to save Mount Diable Visit the Save Mount Diablo site. There are many similar sites online.

Susanna on 04.07.06 @ 03:25 PM CDT [link]

Does a Name Matter Anymore? And Can Perky People Really Be in Journalism?

While I'm delighted to see women finally get into the real seats of power in larger numbers, I have to wonder how women with names like Katie and Hillary get there. I've always believed that names carry certain connotations with them. And there are names of power like William and George for men and Elizabeth and Katherine for women, just to name a few.

You never hear of powerful men names Ralph or Darrel. At least I never have. Oh well there's Ralph Lauren but in his world a moniker doesn't mean the same thing as in the world most of us know. And, of course, there are exceptions to everything. I'm just generalizing here.

I still visualize a cheerleader when I hear the name Hillary. And cheerleaders simply are not the powerful type. And Katie Couric comes across as, not a journalist but a perky bubble head. How I hate perky!

I know that's not fair. She probably has much more depth and talent than I give her credit for. She has done some serious stuff. But it's just hard to take her seriously.

All of the women in journalism I've known have been serious, tough broads. Most had husky voices and people stood at attention when they came into a room. They commanded respect. The same with the other powerful women I've known such as the late Governor Joan Finney of Kansas. Joan is another power name by the way.

Joan was an tall elegant and stylish woman who commanded respect just by her presence. I remember going into a steak house one evening with Joan and some other women in politics. Joan wasn't governor yet. She was the state treasurer.

I was running low on cash as I had forgotten to get some at the ATM machine and in those days restaurants didn't take checks or plastic like they do now.

I told the other women I'd forgotten to get my cash. "Don't worry about it. We've got the state treasurer with us. We can pay the bill," one of the women teased. Let the record show that we did not have to dip into the Kansas state treasury to pay for my meal.

These women were and are no-nonsense strong women.

I'm not sure I can ever take Katie Couric seriously as a news woman. She's just too fluffy and it's got nothing to do with her name.

CBS is hurting in the ratings. They think perky Katie will bolster those ratings. How the hell a perky woman named Katie can fill the shoes of no nonsense men like Edward R. Murrow or Walter Cronkite is beyond me. But since so few people watch network news I guess it won't matter. And perhaps, just perhaps, that's not what CBS wants at all.

People seem to be drawn to fluff today. Perhaps it's because the world is so terrifying. We could be blown up in an instant. Birds are dangerous. Food is dangerous. Life is dangerous. So perhaps a girly name and a bit of fluff in seats of power is just what the doctor ordered.

As far as the name Hillary is concerned I must say that the person Hillary that comes to mind when most of us hear it is a no-nonsense broad. She's tough and no one can doubt her power. One sort of overlooks her cheerleader name. In fact, she may make the name Hillary a power name just by the fact it's hers. You might say she overcame her name.

I'd still prefer an Elizabeth or Joan or Katherine. But one of the most trusted people in America and certainly one of the richest is named Oprah. It may not be the name that matters at all. It may be how far you get with the name you've got.

As J. D. Salinger said, "My first name is Esm�. I don't think I shall tell you my full name, for the moment. I have a title and you may just be impressed by titles. Americans are, you know."

Susanna on 04.06.06 @ 05:25 AM CDT [link]

Hard Sell or Soft Sell --- Which is Best? Remember, People Don't Want to Be Sold, They Want to Buy.

Copywriter Bob Bly is having an interesting discussion on his blog about the hard sell? The question? Does hard sell still work on the web?

I've used both hard sell and soft sell. And I've discovered that in today's market what works best is simple honesty. Now honesty is not always pleasant. It doesn't always sound nice. But it does sound honest because it is. And today's consumer seems to like honesty in just about any flavor.

I've also found as I've gotten older that it's easier for me to be honest. I don't really have to impress anyone anymore. Not that I ever tried all that hard. But what I try to do in my own marketing is simply to tell the truth in a reasonable way. I know sales psychology and I understand what makes people buy.

But I also know that today's consumer is jaded. They're sick of all the crap in advertising. They may fall for something one time. But they won't be back for seconds. The truth is the best way to market your product or service.

Forget the loud headlines. When you go to most of the highest paid copywriter's Web sites you'll notice they either don't have a headline or they have a very modest one. Visit Bob Bly's site or Michael Fortin's site. Visit the sites of Ivan Levison and Gary Hennerberg. You won't see any loud headlines. You won't see any boasts really. Oh Gary does say, "Our Direct Marketing Campaigns Have Outperformed Controls by Over 60%." That could be considered a boast. I'd rather see a "you" headline than a "me" headline. But it's a good headline. And Gary knows what he's doing. He's a fine copywriter.

Perhaps the most famous headline ever written was written by famous advertising man John Caples who was elected into the Copywriters Hall of Fame in 1973. Caples wrote this now famous head:

This was a "me" headline but very soft sell. People love stories and Caples was introducing a story. This type of head still works today and probably always will.

While we're on the subject of headlines --- if you'd like to have a swipe file of business-getting published headlines check this headline swipe file out. Get your own copy.

So what's the bottom line? Marketers are free to sell any way they choose. And you should use the type of copy that works best for you. But a word of warning --- loud headlines that boast and promise the moon may cost you lots of sales. Use them with caution.

People want to buy. They don't want to be sold.



Susanna on 04.05.06 @ 08:44 AM CDT [link]

The Curtain is Going up on a New Play --- The Age of the Woman is Dawning.

There is a very good chance that our next president will be a woman. Perhaps not a great woman. Perhaps not even a good woman. But a woman nonetheless. My ideal contest would be a contest between Hillary Rodham Clinton and Condoleezza Rice. What an event that would be! And how wonderful to have the first woman president also be the first black president.

Actually, we've had numerous very capable women presidential possibilities. They were much more capable than the men who got the nod. I'm referring to the late Barbara Jordan and the great Elizabeth Dole. Unfortunately for them and for us they were born too early.

But the really cool thing is that no one even thinks twice about it now. Women have finally arrived. We now have the equal opportunity to prove we're just as awful and capable of doing dumb things as men have been doing for generations.

Or we could prove we can clean up their god awful mess and make America greater than it's ever been.

And how about that Laura Bush saying Hillary isn't a good housekeeper and that the Clintons left the White House in a mess? Maybe all Laura has to do is take care of the house for hubby and his friends. But Hillary has bigger fish to fry.

Women who have careers and bigger things in life than keeping house don't have time to be bothered with those little things.

I've known career women all my life. All of them either had housekeepers or their houses were a mess. As for Laura Bush . . . someone who allegedly sold drugs in college needn't talk about someone who keeps a messy house!

And now Katie Couric will probably be the first anchor woman. She's said to be going to grand old CBS. Who would ever think that the seat of Walter Cronkite would be taken by a woman? How sweet it is!

I had a dear friend who was an entertainer. We were doing the Camelot Inn in Waco, Texas and she got up on stage in all her glory and said, "It's great to be back in the land of big belt buckles and little peters."

The audience laughed for a long time. Then she said, "You know, you Texas men don't believe in equality for women. Well I don't either." (pause) "I wouldn't want to step down to be equal with any man!"

Yes, it's the dawn of a new age --- the age of the women. Thank the gods. It's our turn. It's about time.

Future generations of women will not know how we suffered, how the women before us suffered. They will never know how we were kept down by the thumbs of old fat men. They will not appreciate the fact that not so long ago we couldn't even vote!

Yet they will be standing on our shoulders. They will be standing on the shoulders of millions of women of previous generations who did what they could in small and large ways to give women equality. We uppity women take a lot of crap to give real freedom to all women.

When a woman acts a certain way she's uppity and a bitch. When a man does the same thing he's just great. Well, the curtain is coming down on that play. It's had its run and it's closing. A new play is on Broadway and it's all about women. And it's about time.

Susanna on 04.03.06 @ 07:22 AM CDT [link]