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.

Wednesday, 23 July 2008 09:31 pm

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Tuesday, November 27th

Online Sales Booming --- Better Than Expected.


Sales online are robust. It looks as if those who have good products and services online are in for a great season! Is your Web site ready?

Full story here.
Susanna on 11.27.07 @ 03:20 PM CDT [link]


AP Stylebook Update


We were notified of a new and important update to the AP Stylebook today. Following is the exact notification.

An AP Stylebook entry has been updated:

Editor's Note: A change in AP style that figures should be used for inanimate objects as well.

+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-+-

ages

Always use figures for people, animals and inanimate objects: The girl is 15 years old; the law is 8 years old; the 101-year-old house. When the context does not require years or years old, the figure is presumed to be years.

Use hyphens for ages expressed as adjectives before a noun or as substitutes for a noun.

Examples: A 5-year-old boy, but the boy is 5 years old. The boy, 7, has a sister, 10. The woman, 26, has a daughter 2 months old. The race is for 3-year-olds. The woman is in her 30s (no apostrophe).

See also boy; girl; infant; youth and numerals.

See comma in punctuation guidelines.
Susanna on 11.27.07 @ 04:45 AM CDT [link]


Monday, November 26th

The Secret To Great Copywriting


Do you know who your prospect is? Do you write to a group or an audience? If so, let me tell you a secret. You can write the greatest sales copy in the world. But if it's aimed at the wrong target, it will fall flat --- every time.

The secret to great copywriting is to know your prospect. I'm not talking about a group of people. Not at all. Get that group out of your mind. You have one prospect.

After years of being a copywriter, I know who my main client is. I know who I work best with. I know who needs the type of writing I do and who appreciates it the most.

I know that one person who will buy my services.

One day I took out a yellow legal pad. These are what I call my "thinking pads." I made a list of what makes up my client. This is the person who most often uses my services and the person I most like to work with. Here's what I came up with.

My prospective client is:

1. A man
2. Age 30 to 55
3. Has a good education
4. An entrepreneur
5. Successful
6. an alpha personality
7. a person who can and does make fast decisions
8. Prefers to make initial contact by telephone
9. a workaholic
10. Equally divided between married and single with a bias to being single or divorced.
11. a person with money
12. a Starbucks customer
13. Willing to pay a high price if he believes he'll get a good return for his money.
14. a guy who thinks he is a good writer but he knows he can't sell in print. He also secretly knows he's not the writer he likes to think he is.
15. is smart enough to know he needs to hire a professional if he is going to be as successful as he wants to be.
16. an avid reader - spends lots of time on Amazon

Now I can see my prospective client. He becomes real. He takes a shape. I can begin jotting down hot buttons. I can come up with ideas just for him. I know the words and ideas that will make him respond to me.

I read what he reads. I take GQ and Esquire. (The letter carrier probably wonders about me.) I keep up with what interests this man. I know what he reads and wears, where he shops and what his hobbies are. I'm a Top 1000 book reviewer on Amazon. That's where he spends lots of time. I "care" about these things because he is the person who makes up the majority of my income.

With that in mind, I write my sales copy. I write it to one person --- the person above. I write to him as if I'm sitting across a table or desk from him. It's just him and me.

Remember when you were in college and you wrote a letter home? Well, now I guess you email home. I used a fountain pen and did it the old fashioned way.

I wrote to grandma often. As I wrote, I saw grandma in my mind. I could smell her scent and feel the room she was sitting in. I wrote to that person. I wrote to her feelings. Or, you might say, to her hot buttons.

If I needed money (which was often) I knew just exactly how to get granny to send me money. Oh, it wouldn't have worked with mother or dad. But I knew the hot buttons of each family member. I knew what I could say and couldn't say. I knew what would interest them and what would bore them.

When you write your copy --- whether it's for yourself or a client --- the first thing you should do is to picture the real prospect in your mind. Write down all you can think of about that person. Describe that person down to the clothes he or she wears and the car she drives.

This takes experience. It also takes a lot of research. But it's well worth it.

If you're writing copy for a client, you must get your client to dig deep and help you find this prospect. Because your copy should be written directly to this one person.

When you direct your sales copy to one person, it's much easier to write. But, more importantly, it's sales copy that's going to hit the mark. You'll get more calls. You'll get more sales.

Your prospect is not a group. It's one person. Write to that one person. Then you'll soon see his name on a check made out to you!

. . . and now a word from our sponsor . . .
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Susanna on 11.26.07 @ 04:11 AM CDT [link]


Monday, November 5th

Who Is John Galt? Writers Go On Strike. Productive People Revolt and Atlas Shrugged.


Writers. The mere word brings up all sorts of visions in people's heads. When I was very young, I would proudly tell someone that I was a writer. I'm sure their first thought was, "Oh, she's unemployed. Poor thing, can't get a real job."

Yes, all the while, I was proud to be a writer. I only made a penny a word. Like most writers, I started out spending years doing what I loved but being poor. But I kept at it. So few people can make words sing. So few people can give words a rhythm. So few people can do so much with words as a real writer.

Well, all that was before I became the envy of my family and friends and the richest of them all. How? I was a writer!

People pay writers because so few people can write.

So now Hollywood braces for a strike as those "awful", overpaid writers go on strike. The Writers Guild of America's New York and Los Angeles chapters have stopped work. Now we'll see just how important writers really are.

The Writers Guild of America and the Alliance of Motion Picture and Television Producers wants residuals of substance for those people who put the words in the mouths of all the stars.

Back in 1985 the guild did a deal that turned out to be less effective than it should have been. Why? The home entertainment industry was just emerging. But now, with the Internet, the writers and producers get but a small portion of the sales. Sometimes, they get nothing.

No one knew back then that videocassettes --- and later, DVDs --- would be so lucrative. Now, writers worry that they won't get their fair share in the Internet age.

So we'll be seeing lots of reruns for a long time. The strike will affect some shows immediately. Others have episodes in the can for a month or two. After that, who knows.

Writers are critical, not only to entertainment, but to all facets of politics and business. For example, do you think presidents write their own speeches. In most cases, no. They're written by professional speechwriters. The words are put in their mouths.

And who would make companies, large and small, rich and successful by the use of great and powerful sales material were it not for the great copywriters?

Who would fill the newspapers with features, editorials and even write the news in an effective way? Who would create the great material in the many magazines? Writers are behind so much of the important, creative and valuable things in most every profession.

Writers matter to all people even though they may not realize it. They entertain us. They inform us. They make us look good and look important. They sell things. They do so much more than most people will ever know.

I'm glad that the WGA is bringing attention to how writers are paid. Moreover, I think that all writers, including copywriters, should get residuals and part of the profit they help to produce.

Many people think we're overpaid. Well, let's see how they like it when writers strike.

Who is John Galt?



Susanna on 11.05.07 @ 09:01 AM 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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