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