Power of The Copy
There are good copywriters in this business, and there are great copywriters. I have been fortunate to work with a number of the great ones … but one couple stands out for their down to earth advice and, of course, great copy.
I am talking about award winning writers Deborah Block and Paul Karps of BK Kreative.
Deborah and Paul have been writing copy for over 20 years and I got to know them back in 1996 when working for an advocacy group in DC. I was just getting into the direct mail side of fundraising and they gave me some of the best advice I have ever received …
“The power of direct mail is the one on one communication between the signer and the reader … copy should be warm, personal and friendly … written from the recipient’s point of view … focusing on the tangible and intangible benefits to the reader.”
Sounds easy, right? Yeah well … as I read all the copy recently coming to my mail box and email inbox, I sometimes think these simple ideas are being ignored. After all, if you want to inspire someone to action … and, as fundraisers, we know that action is making a donation … you have to spell out how the reader is a part of the solution and explain how their gift will make a difference. Not just infer those points … really lay them out.
Never forget that the donor is more important to you than you are to the donor!
For more advice on creative copywriting … you can read Deborah and Paul’s monthly column in Mal Warwick’s Monthly Newsletter. The October issue focuses on “Converting Volunteers to Donors.”
Enjoy!
Sue
