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I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
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
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone. The business of wide-scale change-making affords us neither of these luxuries. Since you’re reading this, let’s assume it’s your job to reach the masses and challenge the status quo. Welcome to fiery opposition hitting you from both sides of the divide.
In a world that is increasingly polarized, the ‘grey area’ can be a challenging place. But that’s where impact lies.
The more polarizing a topic, the more ‘common ground’ techniques will help you reach the fringes of your audience and keep your message (rather than distracting debates) at the centre of attention. Give up now if your aim is to satisfy everyone. (You can’t. But maybe, you can get close).
The idea is simple: find the intersection of what different factions care about. Frame your message around that.
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Free eBookSteps to finding common ground
- Understand the ‘poles’ of your audience. Know their trigger points so you can more effectively navigate around them. Understand what motivates their positions—are there shared values there? If they are argumentative, what ‘need’ are they attempting to satisfy through debate? There may be ways you can proactively meet that need.
- Frame ideas around values. Construct messages in ways that puts values and outcomes (not tactics) at the heart of your narrative.
- Be positive. If parts of your audience are prone to the negative, shift the tone of conversation towards positive, tangible impacts of progress.
- Don’t judge. Model encouragement and support among your audience. Direct any culpability at a common opposition.
- Don’t compromise yourself. Building bridges can reach new audiences and foster greater understanding. But trying to please people can lead to ... people pleasing. If you can no longer deliver your message with authenticity, you’ve gone too far.
Put it into practice
Let’s put these principles to the test. Here are three scenarios where common ground theory can help make messaging more impactful and inclusive:
When it comes to sensitive topics, broadcast audiences are like tinderboxes. Segmentation can help navigate some polarized territories. But it’s no fail-safe. Common ground messaging can help maximize audience reach, minimize triggers and distracting debates, and keep your supporters focussed on effective action.
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This little trick will increase your conversion rates 
Engage your reader’s emotional brain 
Finding common ground: animal welfare messaging 
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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