The 3 things that drive me insane
- Tue, October 28 2008
- Filed under: Marketing essentials
And they drive your audience insane, too.
These three things are subsets of the absolute WORST thing you can do - waste someone else’s precious moments on this earth. Life is too short to do such a terrible thing.
The following marketing/fundraising/writing behavior is crazy-making:
1. Not getting my attention or getting to the point within a few seconds. I will give up on your message after that amount of time.
2. Making things more complicated than they need to be. Don’t make me work to understand what you’re saying.
3. Missing the point. Don’t bury the lead. Go right into the juicy, emotional stuff: the good stories, the human face on the issue, the surprising outcome.
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Comments
Amen, Sister! I couldn’t agree more—especially with complaint #3. Stories are the heart of what of nonprofits do. and they should be the first things donors hear/read/see. Thanks for emphasizing this.
I absolutely agree and am forwarding your post to one of my clients. The emotional opportunity to connect the donor to the org is lost if we “save” the heart of the story or don’t get to the point until page 2.