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Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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.
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
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
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 we want to get the most out of email, we need to make it personal. If every message we send sounds
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
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
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
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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When to tell your ‘movement story’ 
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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