Writing cheat sheet.
Bold brands ignite bold funding.
Bold messaging ignites bold brands. ↖
And bold emotions ignite bold messaging. ↖
But most of you nonprofit and foundation leaders aren’t copywriters.
Even most communications staff are generalists, not expert wordsmiths.
No worries.
It’s sometimes hard to convey — in words — what you’re seeing, hearing, and feeling. Especially for those writing in English as a second language.
Then fundraising applications fall flat.
Website language isn’t compelling.
Marketing materials are stale.
Speeches don’t resonate.
That’s why this brand feelings wheel infographic can help — a copywriting cheat sheet packed with 130 emotion-triggering words for your messaging. Start in the center and move outwards to level up your language.
A couple of examples. 👇🏽
BEFORE:
We’re 𝘴𝘢𝘥 and 𝘴𝘶𝘳𝘱𝘳𝘪𝘴𝘦𝘥 at the government’s policy change.
AFTER:
We’re 𝘦𝘮𝘱𝘵𝘺 and 𝘥𝘪𝘴𝘮𝘢𝘺𝘦𝘥 at the government’s 𝘥𝘪𝘴𝘮𝘪𝘴𝘴𝘪𝘷𝘦 policy change.
BEFORE:
The poverty is 𝘣𝘢𝘥 in our community, so we’re 𝘩𝘢𝘱𝘱𝘺 to receive this funding.
AFTER:
The poverty is 𝘰𝘶𝘵 𝘰𝘧 𝘤𝘰𝘯𝘵𝘳𝘰𝘭 in our community, so we’re 𝘪𝘯𝘴𝘱𝘪𝘳𝘦𝘥 by this 𝘤𝘰𝘶𝘳𝘢𝘨𝘦𝘰𝘶𝘴 funding.
I even did a similar thing after the first draft of this very post. ⤵
BEFORE:
Bold brands 𝘭𝘦𝘢𝘥 𝘵𝘰 bold funding.
AFTER:
Bold brands 𝘪𝘨𝘯𝘪𝘵𝘦 bold funding.
Minor changes, big difference.
This wheel will prime your pump. And then you can keep the word wizardry going with tools like Power Thesaurus.
Because brand clarity needs sharp language.
As sharp language is vital to shatter funding obstacles.
So, go forth and phrase powerfully.
💪🏽💛
“The difference between the almost right word and the right word . . . ’tis the difference between the lightning bug and the lightning.” — Mark Twain
The Daily Bonus
All this talk about writing and words brings up some tongue-in-cheek pondering from me today. 😉
Ever wondered why our social sector oddly calls it a Theory of Change? We don't say a Plan of Strategy, Report of Annual, Application of Funding, or Deck of Pitch.
So why isn’t it a Change Theory?