Welcome to the Donor Doctor with your host James Newberry. On today’s show, James shares the Herschell Gordon Lewis Discussion that he had with Stuart MacLean.
Wendy Newman, an expert copywriter, passed away last 2016. Stuart recalls how she taught him something in direct marketing.
They used to test for the same account, raising support for disabled troops. Stuart had the highest response rate, but Wendy had the highest average gift. Tune in to today’s episode to know more about it.
Writing Fundraising Letters
Stuart first heard about Herschell Gordon Lewis through his book, Direct Mail Copy that Sells. His concepts on copywriting seemed easy to do, but Stuart observed that not a lot of people apply them as they should. It takes passion to learn the craft.
Many tend to believe that writing a fundraising letter is as easy as A-B-C. However, it’s not always the case when working with adamant clients. Both parties have to work together to come up with the best possible solution.
Authenticity in Copywriting
Herschell believed in authenticity. He was a big believer of verisimilitude, the ability to show truth in every copy he writes. However, James observes that not a lot of copywriters practice it.
Being authentic, as Stuart shares, is being able to come up with the perfect fit for all copies. He refers to it as the “cookie cutter” direct marketing. Efficiency takes time and a sufficient amount of planning.
To hear more about Herschell Lewis and the fascinating insights on efficient copywriting, download and listen to Herschell Gordon Lewis Discussion.
If you’re short on time, here are the highlights of Herschell Gordon Lewis Discussion:
Stuart’s consulting company? (0:34)
Remembering Wendy Newman? (1:07)
Writing fundraising letters? (6:53)
Authenticity in copywriting? (13:49)
Commercial mailing? (20:12)
Writing the right word? (23:10)
Ten easy writing tips? (28:05)
Putting emotion into copy? (35:06)