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3 Tips on Better Blogging from Master Storyteller Holly Stevens

As nonprofit tech innovator Beth Kanter points out in her intro to this useful interview, storyteller Holly Stevens is a natural blogger. Many of the same interests and talents that make Holly a master storyteller, make her a strong nonprofit communicator. She’s passionate, she’s focused and she knows how to put her skills to work to motivate dialogue on difficult issues.

Stevens sees strong similarities in how blog and storytelling audiences relate to content. Here are her tips for nonprofit bloggers:

  • Practice inductive writing, in which the particular experiences of the writer is shared first, and the wisdom that came of the experiences comes later. That way, your readers can participate vicariously in the experience; they might come away with an entirely different new kernel of truth that the writer expresses, but it is still much more of a shared experience.
  • Blend personal narrative with broad social commentary, the way Barbara Kingsolver tells stories. She might start off with a remark her daughter made after a morning in kindergarten, and the remark gets her going about what it means to be patriotic, and how she feels robbed of her identification with the American flag.
  • Craft your blog post to make for good reading aloud.

BTW, in her own blog, The Story and The Listener Online, Holly publishes two guest essays each month which explore, “the role of story and narrative in peacemaking, healing, bridge building and reconciliation processes in communities around the world.”  Here are some recent examples:

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Nancy Schwartz on November 29, 2006 in Blogging for Nonprofits, Copywriting, Nonprofit Communications | 2 comments
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Are You the 1 Person in 4 Who Reads Beyond the Ineffective Headline?

I’m not. Are you?

When this email from Mequoda Daily showed up in my in-box, it grabbed me immediately. Because I want my readers (be it blog readers, client campaign readers or what) to digest what I’m saying, motivating, etc. Here are some stats that show how critical it is to have a strong headline.

  • Experts tell us that in print ads, 75-80 percent of all buying decisions are made by reading the headline alone.
  • Now let me state it another way: If you’re communicating, via a print OR online channel, a full three-quarters of your impact (emails to legislators, donations, program registrations) results from an effective headline.
  • If the headline isn’t engaging and persuasive, the contest is over. Only 25 percent of your audience will read any further.
  • If you’re online, your audiences will click away. They’re done. And you’re finished, too!
  • If the words in the headline don’t speak to the unconscious mind, it doesn’t matter what you say in the body copy. It’s too late.

Here are some tips on generating the headline that’ll capture attention. Start by spending some time working on your headlines. As soon as I have a clear idea of my target audience, I scribble out a list of possible headlines—as varied and as fast as I can get ‘em out. Gradually, I find three or four headlines that I like. Eventually there evolves a familiar pattern of one main headline and two or three sub headlines.

The Mequoda folks recommend using multiple headlines and subheads "above the fold" (e.g. on the first screen) in email fundraising or advocacy letters. That’s because, unlike a print sales letter that the reader can easily scan from top to bottom (if he reads beyond the headline), an online letter only reveals a few inches of copy on a single computer screen. So group headlines at the top of the page. Of course, when writing the headline of an email newsletter, remember to limit yourself to about 55 characters. That’s typically about the maximum length that can be easily displayed in the subject window of most email software your readers will be using.

I also like to drop draft headlines into conversations (even across the dinner table), just to test the reaction. And, when you send out your drafts to the copy editor, provide two versions, each with a different headline, asking for input. Sometimes folks who have more objectivity can give you the best input.

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Nancy Schwartz on November 28, 2006 in Branding and Messages, Copywriting, Email and E-Newsletters, Nonprofit Communications | 1 comment
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15 Words to Avoid to Get Your Reader’s Attention

As a marketer who started as a copywriter (I wrote the back cover copy for Penguin Books, a ton of fun and yes, you have to read the whole book), I always appreciate insightful writing tips. So I was pleased to get today’s email on words to leave out from The Golden Thread, a free weekly e-news on writing and direct marketing published by American Writers & Artists.

Today’s issue lists 15 words to leave out of your marketing copy, assuming you want your readers to stay the course. The list follows, but even more important is the concept — put yourself in your reader’s head when reviewing copy. Even better, have a colleague read the copy to copy edit, and to provide feedback on sense (from the reader’s point of view).

15 Words to Avoid
* AVOID THESE — USE THESE

  1. * omit — leave out
  2. * commence — begin
  3. * utilize — use
  4. * receive — get
  5. * fortunate — lucky
  6. * error — mistake
  7. * shall — will
  8. * however — but
  9. * we would like to — we want
  10. * incur no risk — risk-free
  11. * circular — round
  12. * purchase — buy, OWN (even better)
  13. * requested — asked for
  14. * perhaps — maybe
  15. * humorous — funny

More on writing nonprofit marketing copy that works here.

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Nancy Schwartz on November 21, 2006 in Branding and Messages, Copywriting, Nonprofit Communications | 0 comments
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Make it Easy for Online Readers to Learn More with Social Media Press Release Format

You already know that you can distribute press releases online to reach readers directly, vs. through the traditional media. Now, take that one step further with this new press release format (from Shift Communications) which presents the kind of info demanded by online information seekers — in accessible chunks and with RSS feeds, links to del.icio.us (to share bookmarks) and tags (to faciliate being found by search engines). As a bonus, this format might generate a new style of PR writing that relies less on hyperbole and more on facts.

Take a look at the announcement press release from Shift, which follows the new format. Put that and the format template in front of you, and you’ll see the following elements that enable online release readers (who include many traditional journalists, as well as bloggers and your audiences) to easily take action:

  • Full contact information with email, blog and instant messenger addresses.
  • Succinct, news facts bullet points — easier to digest than traditional narrative.
  • Delicious page with links to related sources, updated regularly and available as a feed to your RSS reader, so updates come to you. In this case, SHIFT uses this page to link readers to coverage of their template release, and the agency itself.
  • Downloads — in the sample a photo, logo and the press release template.
  • Links to spokesperson’s LinkedIn profile.
  • One-click buttons to add the press release to the readers Delicious bookmarks or to rate it via Digg.
  • Technorati tags to improve search access via Technorati (mostly a blog-focused search engine).

Variations on this format are beginning to pop up but all share the common denominator of easy interactivity. Let’s say it together one more time. Make it easy for your audiences.

Nonprofit communicators, try this format for posting on your Web site and distributing via the wire services. If you’re bold, email it to your key press contacts and solicit their feedback. Email me to share what you hear back, and I’ll report back to Getting Attention readers.

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Nancy Schwartz on October 31, 2006 in Copywriting, Media Relations and Press, Nonprofit Communications, Social Networking, Web 2.0 | 2 comments
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Looking for Real-Life Meth Stories — Engage Your Readers and Colleagues with Short and Compelling Email Subject Lines Like This One

Looking for Real-Life Meth Stories. That’s the hands-down winner in my "best email subject line in my inbox contest."

My inbox — much like yours, I’m sure — is inundated by emails fighting to be read. If the sender isn’t someone I know, or an e-news or blog feed I subscribed to and read, most emails don’t have a chance. This one, from the Partnership for a Drugfree America, made the cut.

Not to say that you should strive for shock value in your email subject lines. But short and to the point is a must, for daily email correspondence as well as blog post and e-news headlines that double as subject lines.

Here are a few other dos and don’ts (and whys) from my in box:

Dos

  • Ann Finnegan of National Development Council meet Nancy Schwartz
    • A colleague introduced me to a prospective client via this email. The subject line makes it very easy for me — I already know exactly what the email will cover.

Don’ts

  • Bad: PR draws massive international media attention to forgotten environmental problems with 50-ton lime "doser"; Newsletter 09.12.2006
    • Winning PR Campaigns’ subject line is way too long to be be scanned in full without opening the email, and the e-news name (should read Winning PR Campaigns, not the generic newsletter) should be the first element in the subject line)
    • Better: [Winning PR Campaigns] Why a Recent Environmental Org’s PR Campaign Was Massively Effective
      • More benefit oriented. as readers can learn how to make their PR campaigns more effective.
      • More specific as to source and focus.
  • Bad: What are you doing Thursday night?
    • Eek. I have an email stalker. I’m surprised my spam filter didn’t catch this email from Democracy in America, but even after I see who it’s from, the headline gives makes me squirm.
    • Better: Register Now for Democracy for America’s Get America to the Polls Training — First Conference Call Session Thursday, Sept. 21, 8PM EST
      • Frames the invite.
      • Provides key data (time, date, training format).
      • Doesn’t scare me off.

Email me your examples of email subject line Dos and Dont’s and I’ll share them with Getting Attention Readers. Thanks.

Get more tips to email success here.

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Nancy Schwartz on September 18, 2006 in Copywriting, Email and E-Newsletters, Nonprofit Communications | 1 comment
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Free Naming E-News Provides Great Ideas & Food for Thought

…on naming your nonprofit and its programs and services. Naming carries a lot of weight, and in most cases (at least as far as programs, products and services go), you want to name only once. So do it right.

I find Steve Rivkin’s free Naming e-Newsletter to be a great idea prompter in the area of names, and word choice in general. The e-news, published quarterly, links to Rivkin’s in-depth articles on naming topics and case studies. This quarter’s issue covers:

Don’t forget to take a look at Rivkin’s article archive as well, most of his content is timeless. I think you’ll be provoked to come up with some great naming (and writing) approaches for your organization.

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Nancy Schwartz on June 14, 2006 in Branding and Messages, Copywriting, Nonprofit Communications | 0 comments
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Free May 31 Tele-Training — Learn to Write Powerful Blog Content

The Build a Better Blog team invites you to join them in this no-charge training on writing blog content that’ll build relationships, drive traffic and motivate the action your nonprofit wants.

Register today for this free May 31 tele-training.

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Nancy Schwartz on May 30, 2006 in Blogging for Nonprofits, Copywriting, Nonprofit Communications, Special Opportunities | 0 comments
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Journalists and Biz Communicators Confirm AP Stylebook Rules

Publicity Hounder and PR Expert Joan Stewart blogged recently on a large-scale survey implemented to pinpoint the style (and style guide) of choice for press releases, reports, business letters and other business communications.

The survey sponsored by the International Association of Business Communicators, found that the Associated Press Stylebook is the source for communicating with the media (and business communicators in general. Over 88% of survey respondents confirmed that if you use any other guide, you’re not making it as easy as possible for media to spread your story.

If you and your communications team don’t have copies, buy them today. Because, as Stewart writes, "The AP stylebook is the journalist’s bible. It includes all the rules
dictating things such as the proper names of government agencies all
over the world, whether certain words should be capitalized or
abbreviated, and the formal names for businesses."

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Nancy Schwartz on May 23, 2006 in Copywriting, Media Relations and Press, Nonprofit Communications, Recommended Resources | 0 comments
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For Best Results, Find A Graphic Designer Who’s A Decent Writer

You know all that copy that goes on your website, in your brochures and in your nonprofit’s emails?  Who’s writing it? Derek Powazek explains why it’s important for web (and print too, as I see it)  designers to sharpen up their writing skills. And in his web article “Calling All Designers: Learn to Write,” Powazek asserts that designers should start considering themselves as “creators of experiences.” And that includes content as well as design.

Powazek asserts that any designer who prides himself on really creating the user experience for that blog or brochure has to be concerned with the content too. And recommends that you ask prospective designers what they like to read. Maybe even give them a crack at writing your brochure intro or website About page.

Any GA readers using designers who can write or edit? Let me know.

More about strengthening your graphic design here:

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Nancy Schwartz on May 22, 2006 in Copywriting, Graphic Design, Nonprofit Communications | 7 comments
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This Creative Brief Template Helps Ensure Powerful Copy and Design

Many creative marketing projects get underway without a clear sense of expectations between a nonprofit’s marketing and organizational leadership, and the creative folks (whether in-house or freelance) delivering it. The result? An extended and expensive creative development process with many revisions – not to mention chewed-up nails, bruised egos and depleted momentum.

Taking the time and energy up front to craft a thorough creative brief will save your nonprofit time and money, and ensure you get the fundraising brochure, campaign website or annual report you envisioned. And, in going through this process you may realize that another medium or approach will work better than the one you had in mind.

Click here for the nitty-gritty on how to use a creative brief and downloadable template ready for your use.

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Nancy Schwartz on April 20, 2006 in Copywriting, Graphic Design, Nonprofit Communications, Planning and Evaluation | 2 comments
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