Book Excerpt: Plain, Corny and Obvious
As usual, Jeff Brooks breaks down what really works in fundraising messaging
Third Law: Make it obvious. I like puzzles. Give me a few idle moments and a crossword or a Sudoku, and I'm happy. Like most people, I like the small victories of discovering something that's hidden.
But I view with perfect hatred any puzzle I'm forced to do. Complicated tax forms. Expense reports that won't reconcile. Anything to do with insurance.
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