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It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
Take your time. In the pursuit of saying more with less, I’ll admit—not every big idea can be reduced to a snappy soundbite.
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
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
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.
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
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.
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
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.
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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
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 
Beat the curse of knowledge 
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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