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

Sunday, 05 February 2012 10:09 pm

Tuesday, July 5th

Why Copywriters Shouldn't Provide Rewrites or Revisions

The famous Super Bowl ad that opened doors for Apple, Inc. aired January 22, 1984. It's now considered a masterpiece of advertising. The ad introduced the Macintosh computer to the world. The suits at Apple hated the ad and didn't want to run it.

Fortunately, they were overruled by Steve Jobs, Bill Campbell, Steve Wozniak, and Lee Clow, the creative director at Chiat/Day, who created the commercial. That commercial became one of the most popular TV spots in history.

What does that tell us?

Simply put, it tells us that the client is seldom right. At least when it comes to judging sales copy. So why do almost all copywriters allow clients to have one, two, three or even more revisions? Why will some even do a complete rewrite. How stupid!

Copywriting great, the late Gary Halbert, never allowed clients to have revisions. He told them to use it the way he wrote it or forget it. He was the expert. Not them.

I do not give revisions and never a rewrite. I will correct factual errors. That's it.

When you allow clients to mess with your copy, you're allowing them to ruin their sales campaign that you've so carefully crafted.

When you turn over sales copy to your clients, if you're a good copywriter, you've done the very best you can. You've taken the information they've given you and that you've researched and you've created sales copy that's compelling, has all the hot buttons and should sell their stuff.

When you do that, to change a single thing is taking a knife to a Rembrandt.

Your job as a copywriter is to sell stuff for your client. Now, great copy alone won't do that. Your client has to do his or her part. He must have a viable product. His business must be working well on all cylinders.

But, it's your copy that's going to make him and his product or service look good. It's going to be the 24/7/365 salesperson that brings home the bacon.

So, don't let him mess with it and don't you mess with it. If it's good enough to turn over to the client in the first place, it's damn sure good enough to go to work for him.

Susanna on 07.05.11 @ 07:56 PM CDT [link]

Sunday, April 3rd

Being Fit Is Not Only Smart But Can Help You To Be a Better Writer.

Most writers spend hours sitting at the computer. When not at the computer, we're sitting in a chair with a pad in our hands writing headlines, notes and thoughts, ideas. Before you know it, our butts have spread and our bellies are bulging. Why? We don't exercise. We become sedentary and out of shape.

Well, it doesn't take a genius or a medical degree to know that leads to poor health and poor health leads to a major loss of energy which leads to loss of income.

So, what's the solution? Exercise. If it weren't for exercise, I'd be winded half the time, fat as a Missouri heifer and very poor.

When I sit, I make it a habit to get up every twenty minutes and stretch. I may even do a few isometric exercises such as the wall sit. You'd be surprised how quickly that builds up your quads and gives you endurance. Just 90 seconds and you know you've done something.

Then, at least three times a week, I do my Bodylastics muscle-building workouts. They're a powerful way to get in a great workout that doesn't take much time. Moreover, it's fun. If you just hit the major muscle groups, you've done yourself a world of good.

People begin to lose muscle in their twenties. As we age, the loss increases. We can regain all that muscle. But, we have to exercise. And, the good news is, it doesn't take a lot of exercise.

I also do some Qigong for relaxation and stress relief. But, it also builds muscle and strength as does power yoga and isometric exercises. One of the best exercises known to the human race is the simple push-up. Yet most people are lucky if they can do just one! Push-ups work the pecs, the back and arms, legs --- pretty much everything including the core.

Now, you may ask, what's this got to do with copywriting or writing. Well, a lot. Writers, like everyone else, need to stay in shape if they expect to be able to function at their peak. An out-of-shape person simply can't function at the same level as someone who is fit and strong.

My advice to you is to do whatever you can to begin to move. Get up often and move around. Do a few exercises. Plan a weekly schedule of workouts. Short workouts are great. I highly recommend you look into the Bodylastics system.

Scientific studies show that one set of muscle-building exercises is as good as three. And you can get a great workout in ten to twelve minutes.

Americans tend to go overboard with everything. We exercise either not enough or too long. An hour on the treadmill is stupid and dangerous. The human body is not made to run for forty minutes or an hour. We run, if at all, in spurts, in emergencies. On the other hand, we lift all the time.

We lift groceries, babies, furniture. We even need strong muscles to get out of a chair. So before you get in your chair and can't get up again, start moving. Get in shape. When you do, you'll find you have more energy and you'll be writing better stuff.

Susanna on 04.03.11 @ 03:41 PM CDT [link]

Tuesday, March 29th

Online Marketers Listening To Their Customers and Cutting Out Shipping Charges

I always figure shipping into the total cost of any online purchase. I'm sure you do too. Fact is, the shipping cost can make an online purchase a less-than-attractive offer in many cases.

I've noticed more and more online marketers offering free shipping. Some give you free shipping after you've spent a certain amount. For example, Vitacost offers
free shipping after you've spent $49 --- not hard to do. They claim the offer is for a limited time only.

Another company, GoFit Fitness, is currently offering free shipping. They have great customer service and they ship quickly. That's the kind of company you like to do business with.

And now, according to Direct Marketing News, LL Bean is offering free shipping.

"LL Bean introduced free standard shipping without a minimum purchase amount to all US and Canadian addresses on March 25.

The multichannel retailer will also increase Visa cardmember benefits by doubling rewards on purchases made with LL Bean Visa cards. Program members will earn 1% everywhere Visa is accepted when they use the LL Bean Visa and 3% on LL Bean purchases, in addition to other member benefits such as free
monogramming and free return shipping, the company said in a statement."

The article says, "Larry Larry Joseloff, VP of content at Shop.org, said he expects free shipping to become an industry norm in the next five years."

"Free shipping is the most popular promotion in digital," he said. "It's becoming a customer expectation."

I think this shows that marketers are listening to their customers. And that's a good thing. Of course, I expect they'll make up any loss on shipping by increasing prices. Someone has to pay for the shipping and it always falls on the customer's shoulders.

Certainly we want marketers to make money. We don't want them losing money to satisfy greedy customers.

If you're a marketer, you no doubt want to make a profit. Otherwise, you wouldn't be selling things. But, like these businesses, you need to listen to the customer and make an effort to give your customers what they want. You can make up any loss on the back end or in some other way.

Shipping costs are a major factor in online sales. It reminds me of how Charles Atlas became rich. He sold his famous course printed on paper in a simple envelop. His cost was negligible.

Another marketer sold heavy dumbbells and barbells through the mail. You can guess who made the most money and had an easier go of it. If you said "Atlas", you were right.

Great marketers have to keep thinking of new ways to make a profit and, at the same time, please the customer. What great ideas do you have for your business?

Technorati Tags: marketing, marketer, advertising, online marketing, charles atlas, vitacost, ll bean, dm news, copywriter, copywriting

Susanna on 03.29.11 @ 05:23 AM CDT [link]

Thursday, March 24th

The Death of Print and the Rise of Really Bad Writing

Having grown up in a newspaper family, I am saddened by the slow demise of not only newspapers but all print publications. Magazines are slowing fading as well.

According to Publisher's Weekly, more ebooks were sold in the U.S. than either hardcover or paperback books!

E-book sales jumped 115.8% to $69.6 million, while sales of mass market paperbacks fell 30.9% to $39 million. Hardcover books only sold $49.1 million for the month. The New York Times now has an ebook best seller list.

Now, I own a Kindle and I love it. I can carry around a ton of books and newspapers and personal documents. I can read them literally anytime, anywhere and the reading is surprisingly enjoyable for the most part.

Of course, in reading my fitness books I sometimes have issues with photos and there are times I much prefer the "real" paper book. I still prowl around my favorite local used book store, Book-a-holic, so I can exchange words with Jean and the crew and see what's available to read.

But I get my news early in the morning on my Kindle. No worrying about my damn neighbor stealing my Wall Street Journal anymore. No more worry about the carrier never being able to hit my porch. The news and my Starbucks freshly brewed coffee awaits my pleasure every morning and I love it.

I started writing professionally when I was just out of childhood. I sold my first article in 1967. I earned the princely sum of a penny per word and sold all rights. The former is all part of paying your dues to get a start. The latter is just plain dumb.

In those days, writing and getting published was real work. Not so today. Almost anyone can knock out a book and publish it themselves. Put it up on Amazon and bing, bang --- they're an author.

Now, let the record show, I'm glad everyone has an equal chance to become a published writer. I'm happy that those who otherwise could not let their talent shine can now do so without the burdens and hardships of years gone by.

It's the other side of the coin that I do not like.

I don't really miss the hard ol' days. But, being able to instantly publish, unfortunately, throws a good deal of garbage in our in-boxes and mail shoots and into our brains. Lots of trash out there and not enough really good literature or writing or thoughts.

For that, I'm awfully sorry.

Technorati Tags: ebooks, copywriter, copywriting, writer, writing, Amazon, publish, publisher, newspapers, magazines

Susanna on 03.24.11 @ 10:17 PM CDT [link]

Saturday, February 26th

What Makes a Really Great Business?

Have you ever wondered why some businesses seem to go from no-name nothings to giants while others just sort of wither away?

Well, there's a reason for that. More than one reason really.

I'd like to submit that great marketing can save almost any company or business unless the business is really a piece of crap.

For example, Amazon is a great company. When it started, it made no profit. The analysts wondered how it could ever survive. But survive it did. And it prospered. Now it's running off most of its competitors.

Amazon has great marketing. But it also has a great business model. One of the secrets of its success is the way it personalizes the buying experience for each visitor. It remembers what you like and caters to those likes.

Amazon also has exceptional customer service. Contrast that to Hewlett Packard that has horrible customer service. I'd rather have a root canal than call Hewlett Packard customer service.

But the HP marketing is not shabby. So, in a way, the marketing is the tape that holds the company together. The products are not that great in the opinion of a large number of customers.

Other great online company's are Vitacost, Drugstore.com, Running Warehouse, Roadrunner Sports and Monster.com to name a few. These businesses, like Amazon, personalize the customer experience and they have great marketing.

They all capture names and send out frequent email. They offer special deals to people who have bought from them in the past or who buy frequently.

I get these welcome emails from Shoebuy.com, Finishline, Petscriptions, Microsoft and many more. I also get requests to review products from Sears and other companies I've bought from online. Some of them also send me surveys to garner my opinion of my buying experience with them. I even got one from AT&T if you can believe that.

My point? All great businesses, large and small, know how to market their products and services. But, they also provide above average customer service, fast and dependable shipping and high quality products. Many offer free shipping when you buy enough in one order.

One of my favorites is runningwarehouse.com. They give you free shipping both ways and, to top that off, they give you free two-day shipping! It doesn't get much better than that. I don't think they market themselves enough because I don't think enough people know how great the company is. It's every bit as good as Zappos, which is also a fantastic, successful online business.

The bottom line: It's all about marketing and customer service. When both are working on all cylinders, you've got a successful business. Oh, you need one more thing, good products and/or services.

Technorati Tags: marketing, advertising, business, copywriter, copywriting, customer service, amazon, finishline, zappos, microsoft

Susanna on 02.26.11 @ 04:28 AM CDT [link]

Tuesday, February 22nd

Why You Should Charge an Initial Consultation Fee

Like almost all copywriters, I gladly provide prospective clients with a free quote. I spend very little time getting a quote together. After 40-plus years in this business, I know what to charge for whatever a client needs and I provide. But when someone wants me to talk with them on the telephone, I draw the line. Here's what I mean.

If you've been in the copywriting business a long time, you already know what time-killers people are. Most of the people who call you on the telephone and talk with you personally are mere tire-kickers. They're looking for someone to provide great copy and lots of it very cheaply. Now, I don't mean all callers are that way. I'm saying that my experience tells me 90% are.

To test my theory, I broke my rule before the holidays last year. A man who owns a plumbing company called and I let him through. Oh, he sounded sincere and he seemed like a really promising prospect. He kept me on the telephone slightly over one hour. And, it was my dinner time at that.

OK. My test began. Did he become a client? No. My fee was too high for him. I had wasted my valuable time and a number of emails and provided free advice --- all for naught. Test over. Back to reality.

You can avoid this problem completely. If you're a good copywriter, your time and skill is all you have. You must value both. Moreover, other people must value it.

I charge an initial consultation fee and put a definite time limit of 45 minutes on the phone call. I try and make things very clear to the prospective client so there's no misunderstanding. I put it in writing. A simple email will do. Since people really don't listen, if it's not in writing, they'll deny you said something that can later come up to haunt you.

You can apply the initial consultation fee to the project if they hire you that day. Otherwise, it won't apply. And always, any fee should be non-refundable. Now, you can certainly handle it any way you choose. But this is my suggestion.

I used to have people call me on the phone and talk forever. Stupid me for taking the calls in the first place. They would dig information out of me and go to a cheaper copywriter with my ideas! So believe me when I tell you, I'm not making these suggestions arbitrarily or from some book. I'm making them from the hell some people have put me through in my business life.

Your time is better spent on paying clients, playing with the dog, petting the cat, going to garage sales or whatever turns you on and whatever you need to do or want to do. Talking to strangers on the phone about "their" problems and not getting paid for it is not my idea of being smart and certainly it's not having a good time.

Do yourself a favor --- ALWAYS GET PAID!

Technorati Tags: copywriter, copywriting, fees, initial consultation fee, consultation, clients, marketing, business, consulting

Susanna on 02.22.11 @ 07:21 PM CDT [link]

Monday, January 24th

Customer Service Can Make or Break a Business.

I remember when AT&T and all the baby bells were the only game in town. If you had telephone service, you bought it through a bell or you simply went without. And customer service? Forgetaboutit! They could be as lousy to you as they wanted because they knew you had no options.

Well sir, times have changed.

I have two accounts at Bank of America. I'd like to add more money and do more with the accounts. But, I can't get anyone on the telephone. And when I actually walk into the nearby branch, I'm lucky if anyone will acknowledge my presence. I'm closing the accounts.

I took my business to the bank who has looked after my money for some twenty years and was treated like a queen. Moreover, I got a lovely card from the bank after opening another account. The card was handwritten by the woman who helped me. She thanked me for my loyalty to the bank.

No business is good enough or important enough to ignore customer service. And you shouldn't think your service or your business can get away with shabby customer or client service either.

We copywriters tend to be asses much of the time. And the better we are at what we do, the more of an ass we tend to be. Perhaps we should look at ourselves a bit and ask if perhaps some manners and polish might be in order.

It's true no one can replace me. Or you. No one has my background and education and skill. Nor yours. But clients and prospective clients all too often judge us on appearances and not on what we can do for them, despite the fact we asses to the nines. Perhaps that's bad judgment on their part. But, it's human nature.

Think about it. A bit of niceness can't hurt and it might even land you a client who prefers niceness to the results you can get for them.

Technorati Tags: copywriter, copywriting, customer service, at&t, att, baby bells, marketing, advertising, business, online, customers, clients, service

Susanna on 01.24.11 @ 08:19 PM CDT [link]

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