Category Archives: Copywriting

It’s Not About the Picture, Copy or Gift Arrays

If you’re coming from a traditional fundraising background, you remember the days of print – having to get everything exactly right before you sent something to the printer. One mistake used to mean big money.

In the online world, the biggest mistake you can make is waiting until everything is perfect Continue reading


3 Tips for Creating Content for Your New Site

Should you want to create the content for your site redesign, this is typically considered the “heavy lifting” portion for the client. Content can include items such as copy, images, videos, audio files and PDFs. Compiled below are a few helpful tips before you begin.

The Use of “Click Here”
Try not using “click here” in your copy, as it typically does not align with best web practices for some of the following reasons Continue reading

Handling eMail Mistakes

Jeanne Jennings at ClickZ informs us how to handle email mishaps. Here is a quick overview summary of her advice:

Wrong Subject Line
» Don’t send a correction unless revenue is at stake.
» Include the correct subject line in the subject line (don’t say something goofy like “Oops”).
» Include the original message’s content below the apology, so readers can read the content (which is the goal) without having to sift through their inbox to find the original message.

No Sender Line or Address
» Resend the full email with a brief explanation and apology at the top.
» Revise the subject line to include the original intended subject line & add something like “Correction: Original Subject Line” to indicate the change.

Broken Links
» When you resend this email (corrected – of course), indicate in your subject line that the email has been corrected (e.g. “Corrected Version: Original Subject Line”).
» Include a short apology and explanation at the top of the email.

Jakob Nielsen: American English vs. British English for Web Content

Jakob Nielsen summarizes his findings on American English vs British English for Web Content.

I found his section on International Sites particularly relevant for Canadian sites:

Canadian sites that mainly target the U.S. should use American English, unless they want to emphasize the fact that they’re foreign. (This can be a selling point, but most American users view it negatively.)

He also elaborates further on minimum requirements for international sites if you would like to check it out.