3 Steps to More Persuasive Writing
1. Know what you're talking about. When I was starting out, I used to spend long hours at the public library researching public records, census reports, poring over various encyclopedias, and so on, to gather background on whatever I was writing about. It was slow, tedious business, with a lot of false leads and restarts. (Hard to believe now people used to be able to bill for that time!)
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Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 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, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.
