Susanna's Online Magazine

When Great Businesses Lose Their Edge

Sat, 2 Jan 2010 07:46:27 -0600

As an avid weight lifter and bodybuilding fan, I like and appreciate good quality gym clothes and related supplies. Oh, I know that's odd for a woman of a certain age. But hey, let's not get personal. I used to order lots of things from goldsgear.com. I always liked the old Gold's Gym. My bodybuilding buddies loved it. In the Golden Age it was king. Well sir, the stuff I got was high quality. Great stuff. Well- made. It cost a bit more. But I didn't mind paying the price because it was high quality and just felt good on the skin. The material was always the best you could buy and the stitching fabulous.

How To Stop Unqualified Tire-Kickers From Filling Out Your Copywriting Quote Request Form

Wed, 9 Sep 2009 07:24:30 -0500

One of the most aggravating things about providing a copywriting quote is giving a quote to a totally unqualified person. By unqualified I mean someone who can't afford a copywriter or doesn't understand the value of one or is simply killing time by taking valuable time from other people. Look at it this way: It takes as much time to work up a quote for a worthless name as it does to a name that has real value to you. So, why waste that valuable time?

What To Do When the Prospective Client Says They Can't Afford Your Copywriting Fees.

Tue, 28 Jul 2009 10:37:58 -0500

Perhaps the most common objection we copywriters hear is, "I can't afford your fees." In fact, that's the most common objection to just about any purchase. In truth, people hate the thought of paying a copywriter. I'm not sure why. Few people have the training or ability to sell through the use of words on screen or in print. And, in reality, the success or failure of a business depends first on having a good product or service, next on providing quality service and finally on the sales message.

How To Conduct a Successful Interview

Sat, 16 May 2009 13:23:05 -0500

I was scared out of my boots the first time I interviewed the governor of the state. I was a young journalist. I wanted the story. I wanted the interview. But journalism school had ill prepared me for this interview. Well, the interview went well. Oh, yes . . . I thought I had tape in the recorder and didn't. But all journalists do that at least once in their career and I was no exception. A gun without a bullet is just part of the dues one must pay. Since then, I've interviewed many governors, (more)

How Newspapers Can Be Profitable Again

Sun, 5 Apr 2009 10:35:00 -0500

Having come from a family who owned and published small town newspapers and having published my own, I understand the newspaper business well. Newspapers depend on advertising for survival. Today, newspapers are not getting enough advertising to survive. Thus, they're dying. We can quickly get news almost as it happens. We do not need the newspapers to tell us what the president is doing or isn't doing. We know almost instantly when something of any sort happens anywhere in the world. And those of us without Internet access or text messages get our news from the 24-hour television news stations. Print newspapers are irrelevant for this sort of news. Advertisers know this so they take their ad dollars where they'll do the most good.

What Copywriting Clients Want and What You Should Give Them.

Wed, 25 Feb 2009 10:04:12 -0600

It's hard to please many copywriting clients. You may be the greatest copywriter alive. But you'll get your share of dissatisfied clients. Or, if you offer refunds (a very bad practice), you'll get lots of them as people will use you and then ask for their money back. Don't offer refunds. Doctors don't. Lawyers don't. You shouldn't. That is for products and non-professionals. But, I digress. Why are some clients dissatisfied?

It's Time To Re-Think Your Marketing Strategy.

Tue, 10 Feb 2009 08:05:06 -0600

Two years ago you could do well with clients who didn't have the large budgets and great products of more mature clients. Not so today. In this economy you must re-think your marketing strategy. Moreover, you must re-think the type of client you want to market to.

Sign Up For The Chris Marlow Marketing Method For Copywriters.

Sat, 7 Feb 2009 04:51:04 -0600

Learn how to market your copywriting business with the acclaimed MARLOW Marketing Method Home Study Course

David Ogilvy, One of the Greatest Copywriters - His Story

Fri, 30 Jan 2009 07:56:35 -0600

The new book about David Ogilvy, The King of Madison Avenue is one of the best biographies I've ever read. It also tells about great copywriting and what sets it apart of most copywriting. While the author knew and had a deep respect for David Ogilvy, he provides us with what I believe to be a very honest biography of the man. You will meet the real David Ogilvy. You'll see all of his great strengths but you'll also see his weaknesses and his less than appealing side.

It's a New Morning In America and We ALL Are Overcoming!

Mon, 19 Jan 2009 11:04:05 -0600

Forgive me for leaving my marketing topics this day and returning to my journalism roots. But today and tomorrow is a special time in my country. I'm watching, as you are, a new day dawning in this great land of opportunity.

People Want To Buy. Give Them a Reason and They Will.

Thu, 15 Jan 2009 06:50:05 -0600

I notice when I write a favorable five-star review for a book on Amazon, I generally get mostly positive responses. That translates into more votes for me and a higher score. (I'm number 251 as I write this.) On the other hand, when I write a less than glowing review, I get lots of negative votes. That is, people voting against my review. It does not matter one whit whether or not my review is spot on and accurate, people want to have a reason to buy, to believe. This is especially true when I review a book by Suze Orman or Ann Coulter. A negative review pits you against these folks in the eyes of the reader and they want to believe in their beloved author, their friend. So, what does this tell us about selling in general?

The Secret of Great Copywriting

Sat, 10 Jan 2009 07:05:57 -0600

I was reading some tweets I'd missed about copywriting this morning. I read a gem penned by copywriter, Chris Elliott. In a few short words, he gave the secret of great copywriting. This "secret" has always been used by all the copywriting greats, including the famous copywriter, Eugene Schwartz. Chris tweeted, (more)

AP Stylebook Update Regarding Mortgage-Backed Securities Announced.

Tue, 6 Jan 2009 20:31:48 -0600

A new Associated Press Stylebook update came out today. It reads as follows: Editor's Note: An entry on mortgage-backed security has been added to define the term as a bond backed by home or commercial mortgage payments. (more)

How One Company Turned $50,000 into $13 million dollars and How You Can Too.

Mon, 5 Jan 2009 17:54:48 -0600

Do you want to make your advertising dollar to give you double, triple or quadruple returns? Perhaps even more? You can. Here's how. You can't always personalize your advertising and marketing campaigns. But, when you can, you will enjoy a tremendous jump in response and in sales. Let me explain.

Learn To Pack a Powerful Sales Message In a Few Words.

Fri, 2 Jan 2009 16:52:42 -0600

A young entrepreneur called me about a year ago. He wanted to know if I would write a landing page for him. After some discussion, I agreed to write it. His main request, however, was that I write "long copy" no matter what. I told him I would write the amount of copy it took to make the sale. No more. No less. Turned out I wrote about nine pages (8 1/2" x 11" size pages) of copy. He was not happy with me. He liked the copy. It just wasn't long enough for him.

8 Mistakes Copywriters Should Avoid in 2009

Sun, 28 Dec 2008 08:16:22 -0600

Now is the time to take stock of our mistakes and vow not to make them again. The mistakes I'm writing about are not mistakes in writing. They're mistakes in running our businesses and in marketing ourselves. Not every copywriter makes every mistake. Some don't make any of them. How do I know they're mistakes? Because I've made them. Or, copywriters I know have made them. And the consequences were often extremely unpleasant and costly in time and money. So, here in no particular order is my list of mistakes to avoid in 2009.

Announcing Special Podcasts Coming Up On The Power Marketing Network

Tue, 23 Dec 2008 13:09:39 -0600

As you may or may not know, Iâ€™m taking a few weeks off from my podcast, The Susanna Hutcheson Power Marketing Show, produced by The Power Marketing Network. However, in January, I have some big plans for your listening pleasure. Let me explain. Michel Fortin, famous copywriter and Internet marketing guru, tweeted about an article on Entrepreneur's Web site by Susan Gunelius , author of Harry Potter, the story of a global business phenomenon and Kick-ass Copywriting in 10 Easy Steps: Build the Buzz and Sell the Sizzle

New AP Stylebook Update Just Announced

Mon, 22 Dec 2008 16:31:47 -0600

I just received notice of a new AP (Associated Press) Stylebook Update. As many of the new AP updates, it has to do with the new economy. Editor's Note: An entry on mark to market has been added to define the term as an accounting requirement that securities must be valued at their current price.

How To Avoid Clients Who Make Your Life Miserable.

Mon, 15 Dec 2008 10:39:11 -0600

While clients are the lifeblood af any business, including the copywriting business, care should be taken in choosing your clients. That's right. I said "choosing your clients." As a professional, you should not let clients select you. You choose them. Let me explain.

Recent Study Finds That 18 to 34 Year-Olds More Influenced By Email & DM

Thu, 4 Dec 2008 11:42:31 -0600

I would have thought that social media has more influence over the younger set. I would have been wrong. According to recent results of a study of a collaborative research project with Ball State University of Design in a new whitepaper, "Messaging Behaviors, Preferences and Personas," this group is more influenced by email marketing and direct mail. Here's what it says:

New AP (Associated Press) Stylebook Update Regarding Derivatives

Tue, 2 Dec 2008 08:51:08 -0600

It seems that the financial mess in which we seem to find ourselves has created a whole new set of AP Stylebook changes. Here is one I was made aware of yesterday.

New AP Stylebook Updates - Two New Entries In AP StyleBook - Also Dell Coupons

Sat, 29 Nov 2008 06:32:33 -0600

This is sort of of catch-up post. I got notice of two new updates to the AP Stylebook and there's a new page on my site with Dell coupons. I've had many clients and visitors ask where they could get them so I put some on my site.

It's a Great Time To Be a Copywriter.

Wed, 26 Nov 2008 10:34:32 -0600

I always plan to take off from work the last two or three months of the year. Why? It's a very slow time in my business. I've never been sure why. But, since it is, I just plan for it and enjoy my time off. With the recession/Depression of epic proportions upon us, I expected an even longer time off. Well, I was wrong. I've not had time to take even a few days in a row off.

When The Prospective Client Says You Charge Too Much

Sun, 23 Nov 2008 16:27:51 -0600

Probably one of the most common and most frustrating issues we copywriters have is the many prospective clients who don't feel our services are worth what we charge.

Getting High Search Engine Ranking With RSS Topic of Top Marketing Show

Fri, 21 Nov 2008 06:06:15 -0600

RSS is a format for delivering regularly changing web content. Many news-related sites, weblogs and other online publishers syndicate their content as an RSS Feed to whoever wants it. This week's Susanna Hutcheson Power Marketing podcast discusses using the format. The show was just put online today.

New AP Stylebook Update

Thu, 20 Nov 2008 12:53:25 -0600

Well, you sports fans are gonna' love this one. The AP (Associated Press) just updated the Stylebook. Here it is exactly as I got it.

Update to AP (Associated Press) Stylebook

Tue, 18 Nov 2008 16:22:18 -0600

A new item was just updated by The Associated Press (AP) Stylebook.

A Press Release a Day Keeps the Wolf At Bay.

Mon, 17 Nov 2008 19:56:35 -0600

I'll bet you worry a lot about getting new business. Am I right? Well, it's a bugaboo no more --- my press release rule can make you money. Here's why. When I got into advertising back in the golden olden days of advertising and journalism, you only sent a press release when you had something really BIG to say --- when something MAJOR happened in your company or business. (more)

New Podcast Episode Just Out - How To Grow Your Business With Articles

Fri, 14 Nov 2008 05:41:23 -0600

This week we discuss how you can become an expert in your field in the eyes of prospects. Writing helpful articles for online distribution gets you a loyal following. Your name gets around. You are mentioned in forums and in blogs. And, you get lots of links to your Web site. That gives you a higher Google ranking.

Important Update To AP Stylebook

Wed, 12 Nov 2008 16:58:55 -0600

A new update came out today for the AP (Associated Press) Stylebook. You should make note of it and put it in your book.

A Fun Way To Make Extra Money

Tue, 11 Nov 2008 07:59:07 -0600

Are you an expert looking for a way to earn some extra income? Lots of people are finding their businesses drying up a bit. Well, there's no reason it should. There's still money out there. People have money. They're just scared. They're fearful of letting go, of risking. Most people have a hard time knowing that it's smart to invest when others are pulling back. Notice how Warren Buffett is buying now while others are cowing in the corner and selling. Well, you can make some extra money by (more)

New Podcast for People Who Want To Increase Their Sales

Sat, 8 Nov 2008 20:17:51 -0600

I've launched a new podcast and already have three episodes in the can. The podcast is called The Susanna Hutcheson Power Marketing Show and is produced every Friday. Following is a list of the currently available episodes and show notes.

2008 Freelance Pay: Salaries and Fees for Freelancers

Thu, 23 Oct 2008 10:01:41 -0500

Many of you wonder how much a freelance copywriter, designer and others who freelance should be paid and are paid. While I admit these are averages, they are nonetheless important figures. So, below you will see the average pay for various freelance positions.

Here's a Quick and Fun Way To Beef Up Your Marketing.

Mon, 20 Oct 2008 12:55:21 -0500

The Internet offers an unlimited number of ways for a marketer to make money and to build brand. It offers you the opportunity to become an expert in the eyes of others. Are you taking advantage of those opportunities?

Do Your Work Habits Make You Happy or Cause You Stress?

Sun, 19 Oct 2008 06:01:25 -0500

Everyone has a unique way of working. There's no one way that's right and another way that's wrong. To be sure, there are working habits that are more productive than others, however.

AP Stylebook Update - Associated Press Adds Update To Stylebook

Sat, 18 Oct 2008 10:54:47 -0500

A new entry has been added to the AP Stylebook Online.

Inquiring Minds Want To Know - The Story of the National Enquirer and its Founder

Fri, 15 Aug 2008 07:28:54 -0500

Jack Vitek has written a fascinating biography of the peculiar founder of The National Enquirer, Generoso Pope and, at the same time, a biography of the American icon that he spawned.

Should You Spend a Lot of Time Following Up With Prospective Clients?

Wed, 16 Jul 2008 13:06:27 -0500

When I was in sales and sales management, I was taught to do a certain amount of follow up work. In other words, when I had a lead on a prospective customer or client, I made numerous contacts with them before giving up on them. Did it work? Well, in some cases. It depended on what I was selling and how that particular sales process worked.

Should a Copywriter Negotiate Price With Prospective Clients?

Mon, 30 Jun 2008 14:10:56 -0500

Should you negotiate your fee with your prospective clients? The short answer --- NO. When you negotiate, you're telling your client that you intentionally put your price too high so it could be adjusted down. Don't do that. Here's why.

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Become an Instant Guru and Increase Your Income Quickly.

Sun, 22 Jun 2008 09:48:15 -0500

Become much more famous in your niche or industry than you are right now. Move to the top of your profession -- in demand for your product or service, status, prestige, and income.

It's Smart To Have a Minimum Fee To Get Maximum Results From Your Marketing.

Fri, 20 Jun 2008 11:15:33 -0500

Copywriters are seldom paid what they're worth. That's especially true with those of us who work strictly on the Internet. I think one of the reasons we have pay issues is because people who search the Internet (more)

Should You Ask For a Budget in Your Quote Request Form?

Fri, 16 May 2008 18:20:45 -0500

Most copywriters have a quote request form on their Web site. If you're a copywriter, you most likely have one and depend on it to guide you in creating a quote that is a good match for the job the prospective client needs to have done.

Most People Who Contact You Are Not Real Prospective Clients.

Thu, 15 May 2008 10:32:43 -0500

Most of the people who contact you are not really prospective clients. At least, that's the case with me. I no longer personally accept phone calls and I use email to make my initial contacts with people. Why?

The Prospective Client You Really Don't Need. Reflection on my thought for the day.

Mon, 12 May 2008 16:29:31 -0500

What type of person is your least favorite to deal with? I've worked with the pompous ass, the tight wad and the know-it-all, among others. And in between those boorish folks, I've had quite a large number of very fine people who understand business and who respect what I bring to the table. They realize that it is my work that gives them a large degree of their wealth. But then, there's my least favorite. Let me explain.

How Much Should You Charge? The Answer To the Copywriter's Biggest Problem.

Sat, 3 May 2008 19:13:39 -0500

New for Copywriters: No More Struggling Over What to Charge Finally, a large-scale survey that exposes copywriting benchmarks for 20 common copywriting jobs!

How To Attract the "Smart" Marketers and Eliminate the Rest.

Tue, 8 Apr 2008 09:54:22 -0500

I've been told we're having a recession. I've heard that people are not spending money, that many people are cutting back on their advertising and marketing --- some actually cutting it out. Fortunately, my clients are the smart ones. Why do I say that?

Time-Wasters and What To Do About Them.

Thu, 13 Sep 2007 11:03:00 -0500

People. They're the #1 time-waster. If you let them, they'll eat away each precious, productive hour you have in your day. Dan Kennedy's site says about Dan, "He is never in his office, never

How Often Should You Post To Your Blog?

Mon, 10 Sep 2007 18:52:52 -0500

t's a good question. Entire books address the issue, along with the many other questions about blogs. How often should you post to your blog? We know that blogs, or online magazines, are effective sales tools. We know they help build your brand. Blogs are a great way to say things in a casual way that you wouldn't say on your Web site and that wouldn't get read there anyway.

Buyers Waiting Longer Before Making Online Purchases

Mon, 23 Jul 2007 20:50:12 -0500

The average time delay between a consumer's first visit to a Web site and the time of purchase has increased since 2005, according to a new study by ScanAlert.

What Should Be In the Copywriter's Contract?

Fri, 6 Jul 2007 04:39:31 -0500

Many copywriters don't use contracts. That's very bad. And someday, they'll pay dearly for that mistake.

Offline Media Readership Down But Online Publication Readership Explodes

Sat, 16 Jun 2007 18:58:04 -0500

More people are getting their news online. They're dropping their offline magazines and newspapers. If you doubt that, BusinessWeek took one of its top editors, John Byrne, away from the print edition and put him at the helm of BusinessWeek.com.

Give Advice and Become Famous - Become an Internet Star

Mon, 14 May 2007 13:48:04 -0500

You can become famous by using video on YouTube. When people look forward to downloading your video to their pods, you suddenly are an expert. So what? Well, you start getting people wanting to visit your site and do business with you.
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How to Get Lots of Traffic to Your Website and Increase Sales

Tue, 8 May 2007 11:08:10 -0500

Here's an exciting way to use video to get traffic and sales.

Newspaper Circulation Down - How the Top Newspapers Rank Now.

Mon, 30 Apr 2007 11:03:01 -0500

See the rankings as of today for the top U.S. newspapers.

Newspaper Circulation Takes Another Hit --- Advertisers Should Go Over Budgets

Thu, 26 Apr 2007 05:47:12 -0500

According to a story out today, newspaper circulation has taken yet another dive. What that means is there are fewer people reading your newspaper print ads. Even the Sunday editions, usually robust, are going down. (more)

Marketing To Baby Boomers and Other Marketing Updates

Fri, 6 Apr 2007 11:30:09 -0500

According to the current edition of Advertising Age, "The first wave of baby boomers turned 60 last year, and they are preparing for their retirement years much Elton John, newly 60 and far from the retirement home."

Soap Opera Selling: The Magic of Storytelling is Back and Smart Advertisers Are Paying Attention

Thu, 5 Apr 2007 09:53:34 -0500

Soap operas. I remember my dear grandmother looking forward each day to listening to her favorite soaps on radio. Later she would watch them on television. Grandma got her housework done early in the day so she could sit

Associated Press Stylebook (AP Style) Update

Thu, 5 Apr 2007 09:52:24 -0500

The editors of the Associated Press (AP) Stylebook announced an important update today. daylight saving time

Radio Copywriting That Gets Results --- Some Methods and Ideas

Thu, 5 Apr 2007 09:26:14 -0500

I write a lot of radio commercials. Getting a strong sales message out in 150 to 190 words is a challenge. Not everyone can do it successfully. Some people try to be overly creative, funny, entertaining. Those efforts usually don't work. The listener gets so into the story that he doesn't even catch the name of the business.