Great ideas from advertising greats

From Copyblogger, 13 Damn Good Ideas from 13 Dead Copywriters. Here are some of them that apply well to fundraising:


  • Show your product in use – Victor Schwab
  • Open like a Reader’s Digest article – John Caples
  • Tap into one overwhelming desire – Eugene Schwartz
  • Make the advertiser the character – Maxwell Sackheim
  • Develop a Unique Selling Proposition – Rosser Reeves
  • Find the inherent drama in your product – Leo Burnett
  • Write to one person, not a million – Fairfax M. Cone
  • Go after points of maximum anxiety – Mel Martin
  • Everybody in the world divides his mail into two piles – Gary Halbert
  • Do not worship at the altar of creativity – David Ogilvy


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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