Your 3-Letter Persuasive Powerhouse

NOW!

NOW: it's a 3-letter persuasive powerhouse. Word Wise at Nonprofit Copywriter

When you see that little 3-letter word, what’s your gut reaction?

“There’s not a moment to lose.”
“It’s happening as we speak.”
“Do it immediately.”
“I must respond right away.”

Urgency … positioning … motivation.

All from an itsy-bitsy, 3-letter word!

The word now is so simple that it’s easy to overlook

But its trigger effect is powerful.

You can use it in articles, on envelope teasers, in fundraising appeals, on response devices … in any document where you want to propel your reader into action.

What’s more, the word now may appear so inconsequential that your reader might not recognize that you’re pushing him.

That’s a big plus. Donors and consumers don’t want to feel they’re being “sold.”

How to use now in your copy

There are several different ways to inject this petite bonanza of persuasiveness into your copy. Take a look …

Use now to tell a story. Paint a picture about what’s current in your organization. This puts your reader in a front row seat: “Right now, there are more than 700 schools in southeast Asia waiting for our construction materials so they can rebuild and reopen.” Your reader will experience the problems you’re trying to fix and see the solutions you’re offering – both excellent motivators.
Use now to show contrast. This is particularly helpful when you’re making a case for change, as in nonfiction articles or in copy that introduces a new program or service. It showcases benefits. “I used to think I could wait until December to do my Christmas shopping. But thanks to bigger and bigger crowds, now I know better.”
Use now to communicate a tight time frame. “Act now, while there’s still time to get food supplies and clean water to those in need.” Giving the reader a deadline compels him to act sooner … rather than later.
Use now to give the reader instructions. Once you’ve made an excellent case for your product, event or service, then it’s time to tell your reader exactly what to do. It’s a subtle way to get the reader to proceed to the next logical step, instead of waiting and reducing the likelihood of his response: “Right now, fill out the reply card, place it in the envelope with your most generous gift and drop it in the mail.”
Use now to tighten your copy. It’s only three letters long … shorter than immediately, right away, or even at once.