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Atricle Dump - Website Redesign: Demolition or Remodel
1. Be reader-centered, not writer-centered.Many brochures, websites, and direct mail I see from nonprofits is focused on how great their services, products and organizations are. Hello? Audience, anyone? Consider your reader thinking, "What's in it for me?" If you can, talk with some of your current donors, volunteers, members and clients and ask them 1) why they chose you, and 2) what they get out of your product, service or giving.HINT: To instantly make your copy more reader-focused, insert the word "you" often.2. Focus on the benefits - not just the features.The fact that your program, service or giving and volunteer opportunities offer a lot of neat features is great, but describing these features is not enough. Focus on benefits - what the features do for your audience.Let's say your organization provides health services to the uninsured and to Medicaid and Medicare patients. Feature/ benefit sets to incorporate into marketing materials might include:Feature: Access to healthcare services for everyone.Benefit: You'll be healthier, feel better and have more energy. As a result, you'll miss less time from work and family responsibilities.Feature: Appointment times guaranteed within 15 minutes.Benefit: You have to take off less time from work and can accurately predict when you'll return.Feature: Medical staff is skilled in environmental health problems in the local community.B
This article has been viewed 137 time(s).
Article Submitted On: November 10, 2006
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This article has been viewed 137 time(s).
Article Submitted On: November 10, 2006
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