Category Archives: copywriting
What’s the right pacing for your promotional copy?
A direct response letter – whether it’s for fundraising or for a consumer or B2B product –tends to take on a life of its own. It has a tone, a voice, an overall feel. A big part of creating that … Continue reading
When marketing dollars are wasted
Acme Industries has a created a new product. It’s the result of a big investment in R&D — for them, anyway. It’s been field-tested and focus-grouped. Acme is convinced it has a winner. “It’s so good people don’t even know … Continue reading
4 fast, easy tips to tighten up your copy
A quick read. That’s what we want. Whether it’s for marketing or fundraising — whether it’s an ad, a brochure, direct marketing, or any communication — copy should get to the point and move along briskly. Problem is, copywriting should … Continue reading
Why brainstorming sessions often don’t produce good ideas — and what to do about it
The idea of brainstorming is so ingrained in most businesses today — especially among marketing and fundraising people — that we pretty much know all the “rules” of a brainstorming session by heart. Like … don’t judge, go for quantity … Continue reading
Tell a story to sell
Because storytelling is so much a part of marketing and fundraising, it’s important to know what goes into a good story … what makes it grab people’s attention and lock it onto the point you’re making for maximum persuasion power. … Continue reading
What should a headline do?
You’re working. You’re with a group, brainstorming. You’re trying to come up with a concept for an ad. You’re thinking about images and ideas and of course headlines. And inevitably, someone — it could be a designer, the client, or … Continue reading
Fundraising Copywriter George Crankovic 