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

Copywriting Secrets You Should Know

Brought to you by Chris Marlow

for the first time and probably never again...

In 48 Golden Minutes Copywriters’ Agent Extraordinaire Kevin Finn Discloses His Closely Held Secrets That Only a Select Few Superstar Copywriters Have Been Privy to Know… Until Now

After years of keeping ever so quiet, Kevin Finn speaks out…and lifts the veil of mystery from the world of super high paying jobs.

He reveals for the first time his Perfect Match System – a highly specialized method that brings together a select group of top copywriters with some of the biggest mailers in the world.

In this rare interview, Kevin generously opens his vault of secrets about how to qualify for top copywriting jobs and how he generates mind-boggling fees and royalties for his clients.

And if this isn’t enough… Kevin has been extremely generous in releasing for your personal use, his formerly proprietary formulas for selecting copywriters, reviewing copy and persuading companies about the benefits of including royalties in the fee package. These documents and their insights can move your career ahead at lightning speed! Confidential - Copywriter Data Sheet – giving you a look at the qualifications Kevin expects of copywriters he selects to represent as clients... Direct Mail Package Review – the checklist Kevin and his heavy hitters use to make sure they smash the control... Business Client Advantages of Royalties Letter — the “secret weapon” letter for convincing new business clients that is it’s in their best interest to pay royalties... Disclaimer - Kevin adds this very important Disclaimer language, to protect you on every job. (And these days the authorities are more often holding copywriters responsible for claims they make! You need this disclaimer copy!)

Getting your hands these priceless documents, each an incredible, stand-alone value on its own, is well worth your very reasonable investment. In fact, think of what you're missing each time you prepare a job without the core business documents used by Kevin's superstar writers!

Click here for more information.

Direct Mail Preferred Over Email - Ignore It At Your Peril

In his column in Target Marketing (5/2010, p. 42), Denny Hatch said that a large percentage of the population — 18 to 34 year olds and 62-plus — prefer direct mail to email.

I find that interesting because so many people seem to think email is the only way to go. They don't even consider direct mail. That's a major mistake. There's simply no better way to hit the target than with a good direct mail offer.

People are quick to delete email. Moreover, spam filters trap even wanted email and the intended recipient never sees the message. Email has been so abused that people simply don't respond well to it anymore.

But direct mail is the big dog of advertising. It will be king for a long time. People enjoy sitting down to an enticing sales letter in their home or office. They will read it when they're in the mood and have the time to linger over the message. Oh, they won't read it if it's not an offer that interest them, of course. But if you've sent it to a good list and had an effective sales message written, one with a dynamic offer, they'll likely be interested. And, they'll likely respond.