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Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
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
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
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
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
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
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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