7 Ways to Improve Your Style Guide
One last piece of advice on writing your organization's branding and style guide: Nitpick. Books, chapters, paragraphs, sentences, letters. Writing is composed entirely of little details, precisely arranged to create a cumulative effect. Little errors can make a big difference in whether you're saying what you really want to say. Change H2O to HO2, for example, and you've traded your glass of water for a hole in the ozone.
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.