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Why we need to stop thinking about email as a ‘broadcast’ medium

Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think

A beginner’s guide to digital profiling

Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might

Please, abandon your action lists

As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win

Do you know why you’re building an email list?

Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000

Don’t be a hero (make your supporter the hero!)

I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only

Buttons vs links: which converts more clicks?

If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get

Show. Don’t tell.

Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid

6 ways to make page titles click-worthy (not click-baity)

On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you

What’s the perfect subject line length?

In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters

These testing methodologies save you time, stress, and money

Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test

Can you name your headline’s ‘value proposition’?

Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing

Segmenting for ‘behavior’ vs ‘intention’

When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.

Avoid being an unknown sender

Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second

How to write CTAs like a boss

Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop

How to hook your reader

To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices

Advocacy

Beat the Curse of Knowledge

2
Minute read
Beat the Curse of Knowledge

The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse to infect your writing, you may unwittingly leave supporters feeling confused an alienated. To make matters worse—the more experience you gain as an advocate, the more susceptible you become to the curse.

Common traps include:

The political curse

The assumption that our supporter understands the political process; the role of Ministerial Departments; what electorate they’re in; party acronyms; or what party their MP belongs to. They may not.

The industry curse

The assumption that when we reference things like ‘supply chains’, ‘mortality rate’, or use welfare terms (such as ‘furnished cage’, ‘sow stall’, ‘maceration’), our supporters will know what those terms mean and their implications for animals. Chances are, they know neither.

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The legal curse

Assuming that our supporter is familiar with the definitions of legal terms such as ‘breach’, ‘regulation’, or ‘regulatory authority’. Don’t bank on it.

The campaign curse

The assumption that our supporters have been following our campaign and don’t need a gentle reminder of why it’s important or how our current focus will tangibly help animals. They do.


Once you’re aware of the curse, it’s easy to beat. Use common language in place of technical terms and processes. Write for those who know little if anything about your topic.

One of the biggest lessons this curse has taught me is that depending on my audience, being “precise” and being “understood” are not always the same things!

From: 7 traits of a clear writing style

Karen Nilsen

Hi there! I’m Karen. I’m on a mission to reach my former self. Had I known 10 years ago what I know today, I could have achieved more good, made fewer mistakes, and had more weekends. Every time we share what works, we win faster. Let’s create digital experiences that move people — that grow our base and fuel our movements. Are you with me? Please share this with someone you know who wants to up their digital game!

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