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On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
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.
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
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
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
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
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
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. 
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What makes a good ‘hero image’? 
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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