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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
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
New to SEO? Here’s what works in 2025. If the currency of the Internet is web traffic, then search engine referrals are money
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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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Don’t let these ‘cognitive biases’ hurt your conversion rates 
One email. ONE ASK. 
Never assume anyone knows what you’re talking about 
Email preview text: what you need to know 
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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