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When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
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
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
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally reinforce them.
However, if you can reframe the conversation, you get to own it. With a little linguistic gymnastics, you can force your opponent to use your frame.
When live exporters assert that their trade is “not cruel”, what’s the one thing most people think of? That’s right. Cruelty.
Frame Conceded:
“You won’t miss out on protein and iron by eating these plant-based foods!”
“New live export regulations won’t protect animals.”
Frame Owned:
“These plant-based foods are packed with iron and protein!”
“New live export regulations only reinforce cruelty.”
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Please, abandon your action lists 
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Emotion vs facts: what’s more persuasive? 
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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