Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
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.
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
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
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
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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.
Was this tip useful?
Don’t let these ‘cognitive biases’ hurt your conversion rates 
One email. ONE ASK. 
Engage your reader’s emotional brain 
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!
Like this tip? Share it!
