How to write emotionally

Anyone can write.

But it takes something more to write with emotion.

Here’s some help from the M&R Blog, at Emotional Copywriting Tips for Robots (and Humans):


  • Numbers and statistics lead to people feeling emotional between 1.5%-10% of the time. (That is, numbers are numbing. Using them in fundraising is worse than ineffective; it turns away donors.)
  • Concrete things are better than intangible concepts. (Donors give to make specific things happen.)
  • Find your best time to write. (Writers are not robots; we need the right set of triggers to enable our best work.)
  • Get emotional before you write. (You need to really care about your cause!)

Most people who “can write” actually can only type. They’re no more real writers than would be typing robots. Writing is tough and takes a lot of focus, knowledge, and experience.


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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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