Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
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
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
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
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
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
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
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 
A beginner’s guide to segmentation 
Avoid these 4 mistakes when embedding videos 
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!
