Be concise and cut out any unnecessary text

Make sure the content for your charity's leaflet is concise and does not include any unnecessary words. You should be able to cut at least 40% of the words from your original draft.

To see the difference brevity makes, compare how tabloids and broadsheets cover serious news stories. For example, here are the first three lines of a story published in The Sun and The Telegraph in 2007.

The Sun: Rock is costing all of us £1,800
The rescue of Northern Rock could cost taxpayers up to £1,800 each, it emerged last night. Ministers announced that public guarantees to the troubled bank could rise to £57 billion. The sum is almost as much as the annual education budget.

The Telegraph: Northern Rock rescue to cost us £1,800 each
The Northern Rock crisis is threatening to cost every taxpayer up to £1,800, as it emerged Gordon Brown was warned a year ago that "urgent action" was needed to prevent a banking meltdown. Ministers yesterday announced that public guarantees to the beleaguered bank could rise to £57 billion - almost as much as the annual Whitehall education budget - with a full-scale nationalisation now thought to be imminent.

The Sun covers the main points of the story in just 40 words, while it takes The Telegraph 68. The Sun also uses simple language that provides clarity - for example, the comparison with the education budget makes a bigger impact than in The Telegraph article.

You should aim to make your charity's marketing copy as concise and readable as The Sun to help you reach a wide audience.

Previous Page
Next Page