Blogs. Grant requests. Thank you letters. Annual reports. Meeting invitations. Social media posts.
Does writing these bring you joy or feel like a chore?
If you think of them instead as gifts you are giving your reader, you may find it easier to get out of your own way and get them to take action for your cause.
Almost 100 nonprofit, philanthropic, and corporate partners joined us to learn how in our July 2024 session of Energize Your Mission, generously sponsored by Duke Energy.
In Writing to Drive Action, our executive director Katy Smith shared pointers from experts in copywriting and content writing:
Get clear on the content.
As you prepare to write to drive action, consider:
- What are you offering them? This is straightforward, such as an invitation to attend an event or volunteer, a chance to donate, or information that will be helpful to them.
- How will it benefit them? What are the benefits that will specifically impact the reader? These might be material benefits, but go deeper: what are the emotions your offer appeals to, such as pride, FOMO, or longing for something new?
- Why are you the right person to offer this? Why should they trust that you know what you’re talking about?
- What do you want them to do after reading this? What is their exact next step?
Write so the finished product is:
- Clear – Specific, free of jargon, easy to follow, and allows the reader to immediately understand your point
- Concise – Uses words that are potent and include only what’s necessary to make your point
- Compelling – Uses emotion, conveys urgency, uses an active voice, and uses strong words
- Credible – Includes facts, testimonials, and details, and is written with honesty and transparency
Write like you talk with varied sentence lengths and structure and a voice that represents you and your brand.
Use appropriate grammar. It can be informal, but use Grammarly or grammar- and spell-check built into your word processing system.
Use stories in addition to data. They will stick with the reader long after they forget your numbers.
Write a headline that offers a benefit to the reader and piques curiosity.
Format the product in a way that the reader will consume your most important messages. Readers scan rather than digest every word, so design a way that attracts the eye where it’s needed.
Set it aside and then edit. Read it aloud to yourself, prune words, and make sure you’ve followed the guidelines above. Have someone else read it, too.
Relax, enjoy, and just do it (or have someone else write for you! That’s what grant writers and comms agencies are for!).
