Sheridan McCarthy

The Power of Plain Speaking

In the first installment of Strong Words, we discussed the value of using a “signature” typeface in your organization’s written materials. Now we move from style to content with a discussion of copywriting principles that can help you create dynamic outreach materials.

Copywriters learn early that the most powerful, persuasive prose uses active voice and direct address. Active voice says “Do it!” or “We did it!” in contrast with “This needs to be implemented” or “It was done.” Direct address says “You can help” as compared to “Help would be important.” When you write outreach materials, you’re telling a story. You need characters (your organization, its clients, the reader) who are alive, worth knowing about, worth paying attention to, worth helping.

Avoid letting institutional jargon and acronyms overwhelm your outreach materials. Some funders and other agencies with whom you interact may expect it. But outreach is the opposite: the rest of the world usually finds in–jargon baffling, and needs to hear a clear, direct story that’s easy to understand and easy to respond to.

Consider this fundraising copy: “Donations received will be allocated to technical assistance initiatives and financing solutions for low-income microentrepreneurs.”

Now let’s see the difference that speaking directly to the individual reader makes: “Your donations ensure that new small–business owners receive the training and money they need to be successful on their path to self-sufficiency. Your dollars change lives!”

Note that the second example not only speaks directly to the reader (“Hey, you! This is about you!”) but describes the benefit that they receive when they donate: the knowledge that their generosity will make a difference to real people.

For a very good source of instructions in writing powerful, effective promotional copy, I strongly recommend Robert W. Bly’s The Copywriter’s Handbook (published by Holt).

Sheridan McCarthy is president of Meadowlark Communications, Inc., an editorial services and graphic design company that works closely with CAMEO. She can be reached at sheridan@larkonline.net or (541) 602-1470.