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On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
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
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. 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 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 
What’s the ideal email frequency? 
How much data do you really need to make segmentation work? 
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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