5 Steps to a More Rational Rationale
A rationale is, as the name implies, a rational explanation for something. In the case of copywriters, it’s simply a short document that explains the creative strategy behind the copy, what you expect the package will accomplish and why.
Unlike an outline, a rationale isn’t simply a chronological list of the things you want to say. It’s a tool to help you organize your thoughts and think through some of the fuzzier ideas that always float around in your head at the beginning of a project.
Often, the people you write for require one. But even if they don’t, drafting a strong rationale almost always makes your writing life easier. Here are five tips to help you write stronger and more effective rationales:
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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.
