How to Find an Effective Writer

How to find an effective writer for your direct mail materials: questions to ask about the copywriter

by Stephen Hitchcock

1. Are the writer's letters dramatic and exciting? Do they create strong feelings and emotions?

2. Does the writer ask for a gift? Is the drive to act clear and strong?

3. Does the writer tell stories? Are his or her letters about people?

4. Does he or she use conversational language? Is the tone informal and personal?

5. How good a grasp does the writer have of the results produced by your organization's programs?

6. Can the writer put himself in the donor's place ... ask the questions the donor asks ... focus on benefits to the donor?

7. Has he or she written direct mail fundraising letters before?

8. Do the writer's letters flow? Do his or her letters make you want to keep reading?

9. Are the sentences short? Words mostly of one syllable? Paragraphs three to five lines long?

10. Does he or she use the "magic words": now, easy, results, free, save, new, proven, etc?

11. Does he or she always use a P.S. to give the donor another push to send in a gift?

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• 11 cardinal rules of copywriting (and how to break them)