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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.
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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.
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
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
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
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
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
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
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 
Finding common ground: meat reduction messaging 
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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