Blog Heaven

Think about it. Your messages are likely sprinkled with:

• Phony superlatives, like “leading,” “best,” “most important.”

• Meaningless, high-flown claims, like “cutting-edge” and “pioneering.” Even if true, they don’t communicate anything.

• Self-aggrandizement. Look-at-me copy that talks at donors, not about them.

• Unnaturally long and complex sentences that abandon all pretense of human speech.

And if that’s not bad enough, maybe your communications are littered with bastardizations like ™ and ®. And legal disclaimers. And weasel-language that simultaneously discloses and hides the fact that the stories you’re telling aren’t real and the money you’re raising isn’t going where the donor really wants it to go.