Book Excerpt: Plain, Corny and Obvious
As usual, Jeff Brooks breaks down what really works in fundraising messaging
You aren't the IRS. Donors can walk away from your puzzle the moment they realize they're having to work to figure out what you're saying.
Don't let that happen! Design everything so it's completely puzzle free: Place a dotted line over every perforation or anyplace you want people to cut or tear. If there's no perforation, add a little graphic of scissors cutting along the line to really make it clear.
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