Nobody Reads Ads. Or Do They?

"Nobody reads ads," said advertising innovator Howard Gossage (1917-1969). "People read what interests them. Sometimes it's an ad."

Of the wisdom packed into that pithy proverb is one question any copywriter must answer in order to write to engage.

What is interesting to my reader?


Good copywriting is all about what's important.

But not to you. To them.

Big Picture

Simplistically, this falls into to categories: Big Picture and Little Picture.

Big Picture deals with "Interesting-to-Everybody-at-a-Basic-Level" things like fear, money, security, love, greed, compassion, health, acceptance ... universal emotions and needs. Your copy should address the stuff in the Big Picture, but go further.

Little Picture
This is where you drill down to "Interesting-to-My-Target-Audience" questions in the Little Picture. Believe it or not, 99% of the time your readers are not interested in your organization, but they're very, very interested in your issue or cause.

Huge difference.

Put another way, what does your organization do to meet a need your readers care about deeply? How does your nonprofit address one of their passions, whether it's teenagers or gun laws or kids in poverty or abortion or ______ (fill in the blank)?

Find out. Write about it.

If it interests them, they'll read it.

Even if it's an ad.


More words to the wise ...

A wise word: wisdom for copywriters and nonprofit leaders ...

Quotes about excellence for copywriters and nonprofit leaders ...

Quotes about persistence for copywriters and nonprofit leaders ...

Quotes about writing for copywriters and nonprofit leaders ...

Quotes about work ethic for copywriters and nonprofit leaders ...

Quotes about copywriting for copywriters and nonprofit leaders ...

Quotes about planning for copywriters and nonprofit leaders ...

Give me excellence, not perfection ...


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