Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
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
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
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. 
You botched an email broadcast. Now what!? 
The TWO objectives you need to meet in every email 
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!
