You Don't Have to Have a Story to Tell a Story
The writer began to get excited. She knew this was pretty good. The trick would be to use enough personal details to make it a story but be general enough that the facts would be likely to fit a typical day for that leader.
She finished the letter. It was strong. It was real. It was a moving story. And by the time the results came in a few months later, it was clear that it had been effective.
Of course, the writer knew, just as you and I do, that there's nothing quite like having a true story that puts a human face on an organization's mission.
But she also knew that stories like that might not always be available. And now she knew that that doesn't have to spell the difference between success and failure. Because now she understood that you don't have to have a story to tell a story. You just have to find another one. One that's already there.
- Categories:
- Creative
- Direct Response
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.
