10 Copywriting Secrets From a Legendary Author
I recently came across the late Elmore Leonard's "10 Rules of Writing." Leonard was a novelist, most famously of crime fiction. But his rules apply surprisingly well to fundraising writing.
Here are the first five, along with my annotations for fundraisers:
- Never open a book with weather. (Probably not a good idea for a fundraising appeal either. Unless it's about a hurricane.)
- Avoid prologues. (Yes!)
- Never use a verb other than "said" to carry dialogue. (Yes!)
- Never use an adverb to modify the verb "said." (Yes!)
- Keep your exclamation points under control. You are allowed no more than two or three per 100,000 words of prose.