The Better Newsletter

3. Write powerful headlines.
Headlines tell readers what they’re going to read. If your headlines are boring, it hardly matters how exciting the copy is.

Check out this headline from the newsletter of a nonprofit that shall remain nameless: “Empowering Partnership.”

I’m sorry to say I didn’t make this up. As so often happens in nonprofit newsletters, the writers stayed away from drama and specificity, and instead defaulted to meaningless, flat jargon. It might as well say, “Warning: If you read this, your eyeballs will turn purple and drop out.”