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Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
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
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
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.
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
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
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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
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 and when to ‘hide’ content 
The TWO objectives you need to meet in every email 
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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