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We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
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
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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.
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. Sometimes there really is a lot to say. Still, there are better options than trying to say everything in one interaction. Readers will find it hard to retain dense information. And rarely do we need to place this much pressure on ourselves.
Pace yourself
Whether you’re communicating through your email list or your social media feed, remember that you’re in an ongoing relationship with your audience. You don’t just get one shot at this. When there’s a lot to say, try saying it over a series of linked emails, web pages, or social media posts. Break up your content into bite-sized ideas and deliver them over time to deepen impact. This will reach more people and give each idea its own time and space to resonate.
Think of digital communications like conversations, not lectures. Be the conversation partner that your supporter wants to come back to.
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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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