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You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
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
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.
Take your time. In the pursuit of saying more with less, I’ll admit—not every big idea can be reduced to a snappy soundbite.
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
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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