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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
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
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
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
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
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
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
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
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.
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
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 
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A beginner’s guide to email analytics 
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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