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Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
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
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
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.
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
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
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
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
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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