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 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.