| 1. Be reader-centered, not writer-centered. | | | | medical team's skill in diagnosing and treating |
| Many brochures, websites, and direct mail I see | | | | health issues that are unique to your community. |
| from nonprofits is focused on how great their | | | | 3. Draw audiences in with a whammo headline. |
| services, products and organizations are. Hello? | | | | The first line your reader sees means the |
| Audience, anyone? Consider your reader thinking, | | | | difference between success and failure. Today's |
| "What's in it for me?" If you can, talk with some | | | | promotions are typically clever headlines that play |
| of your current donors, volunteers, members and | | | | on words. They're cute, but most of them aren't |
| clients and ask them 1) why they chose you, and | | | | effective. There are many ways to get attention |
| 2) what they get out of your product, service or | | | | with a headline, but it's safest to appeal to your |
| giving. | | | | reader's interests and concerns. And again, |
| HINT: To instantly make your copy more | | | | remember to make it reader centered. That's |
| reader-focused, insert the word "you" often. | | | | what counts. |
| 2. Focus on the benefits - not just the features. | | | | Blah: "Nonprofit Leadership Center Offers Unique |
| The fact that your program, service or giving and | | | | New Accounting Training Program." |
| volunteer opportunities offer a lot of neat | | | | Better: "Turn Your Nonprofit's Finances Around in |
| features is great, but describing these features is | | | | 60 Days!" |
| not enough. Focus on benefits - what the | | | | 4. Use engaging subheads. |
| features do for your audience. | | | | Like mini-headlines, subheads help readers quickly |
| Let's say your organization provides health | | | | understand your main points by making copy |
| services to the uninsured and to Medicaid and | | | | "skimmable." Read through your copy for your |
| Medicare patients. Feature/ benefit sets to | | | | main promotional points, then summarize those |
| incorporate into marketing materials might include: | | | | ideas as subheads. To make your subheads |
| Feature: Access to healthcare services for | | | | engaging, it's important to include action or sales |
| everyone. | | | | elements. |
| Benefit: You'll be healthier, feel better and have | | | | Bad: "Our Organization's Success Stories." |
| more energy. As a result, you'll miss less time | | | | Better: "Meet Three Clients Who Won Their Legal |
| from work and family responsibilities. | | | | Battles With Our Help." |
| Feature: Appointment times guaranteed within 15 | | | | 5. Be conversational. |
| minutes. | | | | Write to your audiences like you talk to them. |
| Benefit: You have to take off less time from | | | | Don't be afraid of using conversational phrases |
| work and can accurately predict when you'll | | | | such as "So what's next?" or "Here's how you can |
| return. | | | | join today." Avoid formality and use short, simple |
| Feature: Medical staff is skilled in environmental | | | | words. Why? Even if you think your copy can't be |
| health problems in the local community. | | | | misunderstood, a few people won't get it or take |
| Benefit: Peace of mind. You can rely on the | | | | the time to decipher it. |