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Never assume anyone knows what you’re talking about

Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will

What you need to know about ‘deliverability’

Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting

A beginner’s guide to segmentation

So you’ve cracked the code to writing a great email. The next step is to push it out to as many people

6 ways to make page titles click-worthy (not click-baity)

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

Picture this when writing your next headline...

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

Should you send emails from your ‘organization’ or an actual person?

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

This is what happens when you address your reader as a ‘group’

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

Show. Don’t tell.

Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid

A beginner’s guide to digital profiling

Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might

Don’t let these ‘cognitive biases’ hurt your conversion rates

Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead

Say more (by saying less)

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

6 things that stop people opening emails

I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and

What’s a “Crisitunity”?

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

12 ways to maximize your list building strategy

When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where

Why you need to stop talking about yourself

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.

Advocacy

Why ‘Busting Myths’ Often Backfires

Quick
Quick Read
Why ‘Busting Myths’ Often Backfires

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.”

Karen Nilsen

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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