The Watergate Guide to Straight Talk
Now, a lot of people think that you need to write differently for e-mail and the Web. Maybe so. I’m not married to the idea that what works in the mail works in the new media. It’s a dialogue I’d like to be part of. But ours is a results-driven industry, and a lot of details about using the new media still need to be tested over time.
Meanwhile, the thing to remember is that straight talk — simple, informal and conversational — has been proven to work in the mail and in DRTV and in telemarketing.
If we want to motivate readers — get them to the emotional state we want them be in when we ask for money — that’s the way we have to talk to them. “We’ve got to. It’s all we can do. We have no other choice.”
Willis Turner is a senior copywriter at Huntsinger & Jeffer.
Willis believes in expressive writing, exceptional fundraising, and exuberant living.
Willis Turner is the senior copywriter at Huntsinger & Jeffer. He was an experienced writer and creative director in the traditional advertising world for more than 20 years before making the switch to fundraising nearly 15 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, as well as collateral materials and communications, that get attention, tell emotional stories, and persuade people to take action or make a donation.