Richard Nixon: Copywriter
There's nothing really wrong with this language. But don't you think it's missing a little, you know, liveliness? Listen to Nixon again:
"We've got to keep our guys flying out there. It's all we can do. We have no other choice."
Hear the urgency? See how the repetition intensifies his point? It's a perfect direct-mail paragraph.
If we want to motivate readers — get them to the emotional state we want them be in when we ask for money — that's the way we have to talk to them. "We've got to. It's all we can do. We have no other choice."
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.