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Writing Our Message - Sun. 10am
Letters, articles, fact sheets, brochures, newsletters, advertising copy

Presenters: d'Andrea, Hershaft, Shoss

Alex Hershaft, PhD
Farm Animal Rights Movement, www.farmusa.org

Click here for a formatted version of Alex's outline.

EFFECTIVE WRITING
By Alex Hershaft, FARM

The written word is an effective means to change people’s feelings, beliefs, and behavior. How do we get people to read and be affected by our message?

What Is Effective Writing?

1. One that gets read and promotes effectively its intended purpose
2. Possible purposes: instructing, informing, alerting, entertaining, fundraising
3. Possible formats: advertisement, poster, brochure, letter, e-mail

Getting Read

1. Attractions: pleasing or intriguing design or graphics, color, teasers, simple sentences
2. Cascade effect: each paragraph/sentence leading to next
3. Appealing to feelings or beliefs

Appeal to Feelings

1. Form over content
2. Source likable: similar (suitable photo, gender, profession, ethnicity, geography), good-natured, humble, humorous
3. Content should appeal to readers’ desires, concerns/fears; use language, images, story
4. Impact of purpose

Appeal to Beliefs

1. Content over form
2. Source credible: impressive intro, credentials, no ax, public interest, witness
3. Content credible: similar (agreement, positioning, menu), logical, authoritative (jargon, quotes, references, precedent, personal experience), accurate (truthful, precise – 99.44%)
4. Impact of purpose

Positioning

• Definition: placement in a framework designed to influence public perception of subject
  1. Positioning formulates public perception of AR (defensive, idealist, terrorist, lunatic)
  2. Process: gauge audience, then stress similarities, enlarge spectrum, or change menu

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Brenda Shoss
Founder/President, Kinship Circle, www.KinshipCircle.org

Click here for Brenda's printable detailed handout (pdf).

Discussion: Whether you write letters, action alerts, articles, fact sheets, or newsletters...effective words are rooted in:
Fluid Structure  •  Correct Grammar  •  Fact-Based Information  •  Creative Expression

1.   SCREAMING WORDS VS. SMART WORDS

• THE SCREAMING LETTER — alert, essay or any type writing that is melodramatic — tends to:
  Accuse and threaten, making readers defensive.
• THE SMART LETTER states facts and urges intelligent solutions.
• Screaming Words criticize & condemn, but don’t build a logical case.
• Smart Words make a well-reasoned argument with: statistics + studies + quotes + polls + other examples.
                They offer non-violent alternatives to replace animal-abusive practices.
• Smart Writers weave in other issues that register with readers: Misuse of tax dollars, human safety concerns, environmental damage, medical progress…
• Screamers like to vent — which is a nice therapy tool, but does little to facilitate change for animals.
• Smart Writers call for an action to end the inhumane practice.

2.   THE ESSAY APPROACH — TO ORGANIZE INFORMATION + PRESENT CONVINCING ARGUMENT

PART 1.   INTRODUCTION:

LETTERS - State who you are and why your comments matter.
OTHER LITERATURE - Introduce main subject with a creative lead that grabs attention.

PART 2.   THESIS:

LETTERS - A summary of the main issue and a call to action.
OTHER LITERATURE - Summarize overall objective of piece.

PART 3.   TOPIC PARAGRAPHS:
Support your main subject with descriptive paragraphs containing: facts • studies • statistics • quotes, etc.

PART 4.   CONCLUSION:

LETTERS - Recap your main point and call-to-action.
OTHER LITERATURE - End with a compelling wrap-up of your main subject.

3.   BASIC TIPS OF EFFECTIVE WRITING

DON’T DO’S:

• WRITING IN ALL CAPS is the equivalent of SCREAMING!
• Multiple Exclamation Points!!!!! seem to convey urgency, but in reality, look tacky and are lazy writing.
• Letters are not your therapist. ACTION front and center: Here is what happened. Here is what needs to be done.
• Don’t use unverified information. Unsubstantiated claims can have negative repercussions. 

TO DO’S, FOR EFFECTIVE WRITING:

• Avoid long, rambling paragraphs. Cut to the chase: 1.) Introduce yourself + main subject of your letter, and
  2.) Present your argument in a convincing manner.
• Give your letter a central focus + call-to-action. State what you want to see done within first 2 paragraphs.           
• Know key points of your argument. Propose alternatives to cruel practices. Research relevant statistics, studies, quotes...in media stories, investigations from other groups, police/public records, industry journals, etc.
• Use correct spelling, grammar. Examples in handout: kinshipcircle.org/fact_sheets/LettersWithImpact.pdf
• Use animal etiquette: Never refer to animal as “it” or “that.” Use person pronouns: “The horse who suffered grave injuries” or “Her feathers are nearly gone from life inside a battery cage.
  Don’t use “OWNER” or “PET” to objectify animals. Use: “Guardian, caretaker, companion, family member...”

When you write for animals: Lose The Drama, Clean-Up Clutter & Define The Essential Message...so the words you put out there have impact for animals.