Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
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.
New to SEO? Here’s what works in 2025. If the currency of the Internet is web traffic, then search engine referrals are money
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
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
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
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
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
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 
This is what happens when you address your reader as a ‘group’ 
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!
