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Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
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
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
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
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
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.
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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