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Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
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.
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
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
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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.
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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