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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.
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.
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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