The Best Words
Copywriting pro Denny Hatch is writing a book on, well, writing. He says he titling it: Never Use a Word You Can’t Spell.
Should be a gem.
Here he teases us with the chapter on words. Anybody who needs to deal with the written word would benefit from a read, but you’ll especially enjoy it if your fundraising role involves preparing or approving copy.
He includes a variety of entertaining lists, mostly gleaned from other writers, such as “The 12 Most Evocative Words of the English Language” …
You – Save – Money – Easy – Guarantee – Health
Proven – Safety – Discovery – New – Love – Results
Even if you don’t agree, you’ll have fun making substitutions.
Enjoy.
Tom
One response to “The Best Words”
Behavioral Science Q & A
Whether “help” is more engaging or not really depends on the framing and context. The word help can sometimes weaken the perceived agency of the supporter, making their role feel secondary rather than central (your point). On the other hand, help can also signal collaboration rather than implying full ownership of the outcome, which might […]
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Great question! Here’s how behavioral science can help unpack what might be happening: Pain of Paying: Even a small extra charge can make giving feel more transactional than emotional, potentially reducing generosity. Fairness Concerns: Some donors might perceive donor cover as a surcharge rather than a contribution to the cause. If they feel the charity […]
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The choice between “Your gift CAN…” and “Your gift WILL…” taps into the psychological framing of certainty vs. possibility. Currently, there is no academic research directly comparing these two framings in charitable appeals. However, I suspect no framing is universally better—the outcome likely depends on your target audience and the campaign’s goal. Here are some thoughts: Certainty Framing – […]
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Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Denny is the MAN! His book Method Marketing should be required reading for any marketer (and yes, fundraisers too) who still draws air… as should his Business Common Sense blog.