Remember this goofy TV spot for Old Spice? The best thing about it is something most people won't quite notice:
Or watch it here on YouTube.
Roy H. Williams, in his MondayMorningMemo, Swim to Kansas praises this spot for the script. Specifically for its use of the imperative voice -- it's steady stream of "commands": Look at your man. Now back to me. Now back at your man. Now back to me.
When you want people to do something, the best approach is to tell them to do it.
I hope you're saying Duh.
But all too often in fundraising, we never get around to actually telling them to do what we want them to do: Write a check. Pick up the phone. Visit us on the web. Give now.
Telling people to do something doesn't force them to do it. But it helps to be clear an unambiguous.
The imperative voice gets attention. Use it.
(This post first appeared on April 9, 2010.)
from Future Fundraising Now http://ift.tt/2aUTnOM
0 comments:
Post a Comment