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It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
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
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.
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
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
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
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.
Keep learning.
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 
What makes a good ‘hero image’? 
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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