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Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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.
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
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.
Steps 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.
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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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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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