Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
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
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.
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
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.”
Was this tip useful?
Please, abandon your action lists 
How ‘why’ is the most important question you need to answer 
Engage your reader’s emotional brain 
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!
Like this tip? Share it!
