The Watergate Guide to Straight Talk
Meanwhile, the thing to remember is that straight talk — simple, informal and conversational — has been proven to work in the mail and in DRTV and in telemarketing.
If we want to motivate readers — get them to the emotional state we want them be in when we ask for money — that’s the way we have to talk to them. “We’ve got to. It’s all we can do. We have no other choice.”
- Companies:
- Huntsinger & Jeffer Inc.
Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.
