Book Excerpt: Plain, Corny and Obvious

• Put important points in bigger and bolder type.
• Have arrows pointing at places where you want people to look.
• Include a phrase like "Please turn page" at the bottom of the page when copy continues on to the other side.
• Use plenty of underlining.
• Use starbursts to call attention to key points.

The main thing to remember about making it obvious is this: if the donor has to figure it out, she probably won't. And hardly anything is self-evident.