Dusty Chunks of Plaster Lit by a Bare Light Bulb
4. Use the language of feelings
How many ways can you demonstrate that a person is scared? Let them be alarmed, anxious, startled, terrified, petrified, horrified, paralyzed, rattled, stunned, frozen in place and unable to scream for help. Then make your own lists of words and phrases that make readers feel more than simply understand.
Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 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, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.
