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You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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
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.
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
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
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
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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Dominate Social Media 
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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