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The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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.
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
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
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
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.
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
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 
How ‘why’ is the most important question you need to answer 
Engage your reader’s emotional brain 
Excite yourself 
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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