Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing

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

For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup

Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like

There’s more than one way to build an email list. The various types of digital assets you can use to attract people to

We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because

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

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

Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A

Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test

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

Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers

On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you

Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if

Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop