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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.
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
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
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
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 does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
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
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
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 
Avoid these 4 mistakes when embedding videos 
3 common segmentation mistakes 
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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