[Dalya’s Note: This is Part 2 of an excerpt from my award-winning book Writing to Make a Difference: 25 Powerful Techniques to Boost Your Community Impact. Today we pick up where we left off on Thursday in Part 1]
A simple way to start adopting the mindset and voice of a marketing writer (known as a “copywriter”) is to think and write in terms of “you” (the reader) more than “we” (the organization you are representing). Remember that your job is to make your piece beneficial to your readers, even as they are reading it. You are not writing it to hear yourself talk.
Most organizations have an “About Us” section on their websites, in their brochures, etc. But why not add a bit that is “About Our Readers” (not necessarily with that title)?
Examples
1) With an environmental educator in mind, you may write something like:
As a middle-school science teacher, you are always looking for fresh, up-to-date material on today’s pressing issues. With diminishing resources in our public schools, you may find it increasingly difficult to keep up with the times. On the E-kids website, you will discover a wealth of high-quality classroom resources updated every semester to reflect changing frontiers in the environmental sciences. Get teaching materials that will inspire your students with dozens of lively class discussion starters, coupled with engaging and educational indoor, outdoor, online, and offline activities.
2) With a vacationer in mind, you could write:
When you go on vacation you just want to be free of concerns and worries. You want to enjoy yourself in whatever way feels best. But let’s face it: there simply is no escape from this interdependent and globalized world. Your actions—wherever and whenever they may occur—do indeed affect other people and the planet.
Now our socially responsible eco-tourism company makes it easy to let your concerns take a hike while your feet do too! We worry about the ecological footprint you’re making so you don’t have to.
3) 1% for the Planet has socially responsibly businesses in mind as it presents this piece in its website’s “About Us” section.
To be perfectly honest, it’s not about us. It’s about businesses recognizing that industry and ecology are inherently connected. It’s about realizing the positive effects of connecting businesses, consumers and nonprofits through philanthropy. And it’s about understanding that the true cost of doing business can be mitigated by a simple pledge to the planet.
Since 2002, 1% For The Planet has inspired members of the business community to contribute 1% of sales to environmental groups around the world. In return, this growing alliance of companies is given the opportunity not only to see their self-worth rise, but their net worth climb as well.
(Website: One Percent for the Planet)
