Writing Marketing Collateral and Messaging for Maximum Impact
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Laura L. Bush is a communications director and published writer who runs a creative agency called Highway Twenty that provides services like strategy, web development, and copywriting solely for nonprofit organizations. The document discusses tips for writing marketing collateral and messages with maximum impact for nonprofits, including using active voice, parallel structure in lists, avoiding nominalizations, reducing strings of prepositional phrases, and chunking copy under logical headings. It also recommends calculating the "lard factor" or unnecessary words and editing multiple times to produce lean yet clear copy.
Writing Marketing Collateral and Messaging for Maximum Impact
- 1. NonprofitText: Wri/ng Marke/ng Collateral and Messaging for Maximum Impact
- 2. WHO I AM
- 3. Laura L. Bush, Ph.D. Communica)ons Director Published Writer Entrepreneur Volunteer and Board Member Former ASU • Manager (ended 2012) • Faculty Lecturer • Instruc)onal Professional • Graduate Student (started 1994)
- 4. WHO WE ARE
- 5. Crea)ve and technology solely for nonprofit organiza)ons and those who do good.
- 7. SOME OF OUR SERVICES STRATEGY WEB DEVELOPMENT GRAPHIC DESIGN CRM STRATEGY & INTEGRATION COPYWRITING TRANSLATION
- 8. Nonprofits Communicate for Three Main Reasons Programs Advocacy Fundraising Market and Message
- 9. Create Messages with Maximum Impact Images – Graphics Video – Audio – Text
- 10. Our Focus: “Copy” Origins: Middle English, Old French, and La)n deno)ng transcript, transcribe, copy
- 11. Our Objec/ve • Bold • Clear • Simple Write • Impa)ent • Overloaded • Scanners Audience • Web • Social • Print Collateral
- 12. The Least You Need to Know
- 13. 1. Locate the ac/on (verb)
- 14. 2. Replace any forms of “to be” be am is are was being been were
- 15. 3. Iden/fy the actor (noun) Put the actor first please. PASSIVE Oprah was chased by the fundraiser. ACTIVE The fundraiser chased Oprah.
- 16. 3. Iden/fy the actor (noun) Put the actor first please. PASSIVE Oprah was chased by the fundraiser. ACTIVE The fundraiser chased Oprah.
- 17. 4. Eliminate slow starts Uhhhhh . . . It is There are In order to In spite of the fact that Un)l such )me as At the present )me Along the lines of In order to Due to the fact that By means of
- 18. 5. Write lists using parallel form
- 19. 6. Revise nominalizations Nominaliza)on results from conver)ng verbs into nouns, ORIGINAL AKR's prac)ce is concentrated in five key areas: 1. The preserva)on of koala habitats 2. The protec)on of marsupial breeding grounds 3. The promo)on of animal welfare organiza)ons 4. The accountability of governments to animal welfare organiza)ons 5. The development of Australian law and educa)ng the public about animal rights, laws, and issues usually by adding “ion”
- 20. 6. Revise over-‐nominalizations Nominaliza)on results from conver)ng verbs into nouns, REVISION ARK advocates concentrate their prac)ce in five key areas: 1. Preserve koala habitats 2. Protect marsupial breeding grounds 3. Promote animal welfare organiza)ons 4. Ensure government accountability to animal welfare organiza)ons 5. Develop Australian law and educate the public about animal rights, laws, and issues ORIGINAL ARK’s prac)ce is concentrated in five key areas: 1. The preserva)on of koala habitats 2. The protec)on of marsupial breeding grounds 3. The promo)on of animal welfare organiza)ons 4. The accountability of governments to animal welfare organiza)ons 5. The development of Australian law and educa)ng the public about animal rights, laws, and issues. usually by adding “ion”
- 21. 7. Reduce strings of preposi/onal phrases The impact of the shortage of available volunteers in the arts industry is that it is not a short term problem but will be with us for some )me to come and can seriously affect the number of theaters that can con)nue to operate.
- 22. 7. Reduce strings of preposi/onal phrases The impact of the shortage of available volunteers in the arts industry is that it is not a short term problem but will be with us for some )me to come and can seriously affect the number of theaters that can con)nue to operate.
- 23. 8. Chunk copy under logical headings
- 24. 9. Calculate the Lard Factor Celebrate lean copy!
- 25. 10. Let /me pass. Then edit again.
- 26. THANK YOU laura @ highwaytwenty.com 480-‐200-‐5431