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ExPRessions :: copywriting

Posts Tagged ‘ copywriting ’


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As a very straightforward type of person, I sometimes have trouble writing with emotion.

This has been a struggle for me since I started writing copy for various items for a great nonprofit that helps prevent child abuse.

Here are a few things I try to remember when writing copy that requires emotion:

  • Create an impact. There are many different ways to do this. For example, I find the fact that as many as one in every four children will be sexually abused before the age of 18 to be very impactful. It shocks me every time I read it.
  • Use descriptive words. I try to write as concisely as possible, especially since people have so little time these days. My motto is “Get to the point.” But, when writing with emotion, I’ve realized I need descriptive words to make my copy more effective. So the statistic isn’t just a statistic. It’s a heartbreaking statistic.
  • Give a call to action. If possible, tell people what they can do. You’ve been tugging at their emotions. You have their attention and they are asking how they can help. If you want to donate to the organization I am helping, shoot me an e-mail and I can give you more information. That’s my call to action for this post.

Although I am learning how to be a better writer, this is something that doesn’t come easily to me.

How do you add emotion to your copy?


Rachel M. Esterline works in public relations and marketing communications. Her blog, ExPRessions, contains her musings about PR, marketing, career and professional development, Gen Y issues, personal branding and more. Rachel also does freelance consulting and writing. She is originally from Genesee, Mich., and will graduate from Central Michigan University in May 2010.