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Write like a human being
Ben Stephens. Copywriting with a pulse.
FOUR PAWS: Make 2015 a BIG year for animals
How does an animal charity like FOUR PAWS truly bring home the BIG impact of its donors' contributions over the past year?
For this copy, I employed a spot of anaphora -- that lovely Greek rhetorical device of starting a string of sentences with the same word or phrase. The resulting copy opens with an irresistible series of tiny snapshots of BIG animals who are safe and happy now, thanks to the donor's help. This combined with the BIG format of the letter itself (an A3 sheet, rather than the more traditional A4 size) to make a real impact on the reader.