Who are You Calling a Moron

A recent confabulate with a friend reminded me of a copywriting lesson I learned long ago, in a topographic point far-far manner (Philly): Never affront your audience. Easier said than done? Perhaps. We cognize there's a mulct line between abusive your audience and completely alienating them. Thank Supreme Being there's a solution:

Give your transcript the "moron" test. I learned this during my years at a big business-to-business newsletter publication company. We'd give our newspaper headlines a diagnostic test to see if we could set an abusive name at the end of them - in bend violent death off the headline.

Here's an example:

Have You Complied with hour 1091?

Try adding "moron" to the end of that question. Flows pretty nicely doesn't it? It's almost like you're a school instructor with a ruler standing over the reader.

You can change it to:

HR 1091 Requires Conformity by Jan. 1

Using this fact-based attack allows the reader inquire his or her ain conformity questions. Give the information or the source of an thought and let the reader to follow up on his or her own. We desire to animate thought and then subtly direct action.

Though I gave a newspaper headline as an example, you can use the "moron" diagnostic test to any portion of your copy, especially any questions.

What's the difference between an abuse and a gentle jog in your merchandise or service's direction? I've seen a few political campaigns (via e-mail) where it's obvious the end is to shame the reader into action. An e-mail Iodine recently received from expert e-mail marketer, Sir Leslie Stephen Franklin Pierce of the Whole Truth read, "Have you done this yet?"

Moron could easily be added to the end of that question. And though he didn't desire to insult, he did desire to acquire the reader's attending - and that's just what he did. The well-written letter that accompanied that subject line was a gemstone - no uncertainty winning Sir Leslie Stephen dozens of sign-ups for his tele-seminar.

The Bottom Line

You'll have got to weigh whether your audience have no scruples about being called a idiot (or a silent person as the lawsuit may be). So measurement your audience's reaction to different tones of voice of voice and approaches. Use these stairway to make a diagnostic test grouping of endorsers to seek out your more than originative e-mail newsletters and campaigns:

1. Randomly garner 15 to 20 name calling from your listing and only direct them your more than option political campaigns while sending the remainder of your listing more traditional information.

2. Ask you prove grouping for feedback on the campaigns.

3. Monitor the group's actions. Bash they unsubscribe, chink through, or just unfastened your e-mails?

4. Integrate some of your more than successful thoughts into the traditional information you give the remainder of your list.

This manner you have got a relatively safe topographic point to prove out your tones of voice of voice. With this technique you can happen out whether your listing loves - or detests - the whole moron/dummy attack to marketing.

Donor Letters - Using Emotion and Images in Persuasive Writing

Appealing to Emotion

The goal of persuasion is to win acceptance of one's ideas. In fundraising, of course, the idea is to get people to accept an organization's specific ideas regarding their cause so they will donate their hard-earned money—not just once but over again. How is this done in writing? Well think about it. When speaking to someone you always get the visual benefits; hand gestures, facial expressions, voice inflection and the feedback of those you are speaking to. With writing you don't have these things so somehow you must compensate. The best way to compensate is to appeal to people's emotions with the use of image. How do you produce images in writing? Description, description, description. In order to get the reader to sympathize with your subject matter you must describe just how dry that village in Africa is. Describe how far the women have to travel several times a day and back again to get to the nearest stream. Describe the poor quality of the water. Describe the need for wells and what your organization will do in detail when these wells are built. Describe why you need financial help to do these things. State the situation but use positive words such as "will happen" and "we can". These appeal to the potential donor's sense of hope for the outcome.

Ask Questions

Asking the reader questions is another way to trigger emotion. Ask them to imagine their own lives in these situations and how they would cope. Remind them of their own proximity to running water, for instance—but do it gently. The last thing we want to invoke is feelings of guilt or to overwhelm. Follow up your questions with positives like what their financial support will do and use specific situations where possible. Ask the reader to remember a past situation or emotion; "Do you remember the last time you felt very thirsty?" or "Do you remember a time when you were ever struggling to make ends meet?" "How did it make you feel?" "Overwhelmed?" "Stressed?" "Depressed?" These questions force the reader to stop and put your message into perspective. They will then relate on an emotional level to what you are writing.

Simplicity

Keeping your words simple is another key to keeping your readers feeling your words. Think about when you read fiction in particular. Any good piece of fiction will flow seamlessly with image after image—like a movie playing in your head. You should strive for the same idea in your writing. Avoid jarring sentence structure and large words. You don't want readers to have to go back because they didn't understand a word or were distracted by phrases that impeded the rhythm of the piece. Your goal is to make a movie in their head that captures their undivided attention and their hearts.

So remember, keep those images going for your readers. Allow them to see the vision that you have for your cause and to feel the urgency of those that need help through your words and you won't be disappointed.