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 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.
