Susanna's Online Magazine

When They're Looking for Cheap Copywriting, Make Sure They Don't Stop at Your Site.

Mon, 07 May 2012 15:36:43 PDT

Do you get a lot of requests for copywriting quotes? If so, do most of the people asking for quotes expect to pay a paltry sum for a ton of work? I’m willing to bet my next meal that’s the case. It was with me until I got sick and tired of it. Let’s face facts. A good many folks think copywriters have no right to earn decent money. Little matter that we work hard and study long hours for years, decades. Little matter . . .

How To Write Radio Commercials That Really Stink

Wed, 18 Apr 2012 06:34:12 PDT

I write many radio commercials and have for decades. Most of them are what we call straight reads or dry reads. That simply means they’re written to be read in a very straight forward manner, no music and no dialogue, no trying to be funny or particularly entertaining. The wonderful thing about these radio spots is that they sell my client’s products and services exceptionally well. There are a few clients who want . . .

Why Copywriters Shouldn't Provide Rewrites or Revisions

Sun, 03 Jul 2011 09:02:03 PDT

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 didnâ€™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?

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

Fri, 01 Apr 2011 04:42:07 PDT

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.

Online Marketers Listening To Their Customers and Cutting Out Shipping Charges

Sat, 26 Mar 2011 18:24:50 PDT

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.

The Death of Print and the Rise of Really Bad Writing

Tue, 22 Mar 2011 11:18:36 PDT

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.

What Makes a Really Great Business?

Wed, 23 Feb 2011 17:30:07 PST

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.

Why You Should Charge an Initial Consultation Fee

Sun, 20 Feb 2011 08:32:16 PST

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.

Customer Service Can Make or Break a Business.

Sat, 22 Jan 2011 16:11:54 PST

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.

On Reviewing Books, Authors, Copywriters and Thin Skin

Fri, 17 Dec 2010 05:56:56 PST

I review books on Amazon. Last I looked I was number 145 or something like that. So I get a lot of requests to review books. I also get lots of unsolicited books shipped to me. Authors feel terribly attached to their books. They feel their book is incredibly important and that I should pay as much attention to it as they do. I understand that. When I was a very young writer . . .

A Smart Copywriter Doesn't Try Too Hard To Please the Client.

Thu, 16 Dec 2010 06:42:23 PST

It's understandable that most copywriters want to please their clients. They want to write sales copy that the client will love and for which the copywriter will be highly complimented. It's good for the ego. The trouble with placing such high importance on pleasing the client, however, is that the client usually doesn't know best in these matters. He doesn't have the foggiest idea of what good sales copy is.

New Podcast for People Who Want To Increase Their Sales

Sat, 08 Nov 2008 18:17:51 PST

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 08:01:41 PDT

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 10:55:21 PDT

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 04:01:25 PDT

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 08:54:47 PDT

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 05:28:54 PDT

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 11:06:27 PDT

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 12:10:56 PDT

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 07:48:15 PDT

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 09:15:33 PDT

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 16:20:45 PDT

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 08:32:43 PDT

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 14:29:31 PDT

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, 03 May 2008 17:13:39 PDT

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, 08 Apr 2008 07:54:22 PDT

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 09:03:00 PDT

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 16:52:52 PDT

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 18:50:12 PDT

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, 06 Jul 2007 02:39:31 PDT

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 16:58:04 PDT

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 11:48:04 PDT

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, 08 May 2007 09:08:10 PDT

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 09:03:01 PDT

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 03:47:12 PDT

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, 06 Apr 2007 09:30:09 PDT

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, 05 Apr 2007 07:53:34 PDT

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, 05 Apr 2007 07:52:24 PDT

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, 05 Apr 2007 07:26:14 PDT

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.