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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
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
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
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
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
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
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
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.
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
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 
Choose the right messenger 
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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