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Please, abandon your action lists

As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win

Can you name your headline’s ‘value proposition’?

Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing

11 ways to give subject lines consequence (with examples)

Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.

Why ‘busting myths’ often backfires

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

Show. Don’t tell.

Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid

Don’t let these ‘cognitive biases’ hurt your conversion rates

Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead

Avoid these 4 mistakes when embedding videos

On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you

Segmenting for high and low engagement

The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your

What’s the perfect subject line length?

In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters

How and when to ‘hide’ content

One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us

14 long-term engagement strategies that work

I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of

Formatting for skim readers: essential tips

Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like

Choose the right messenger

Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always

Find common ground

It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.

Don’t say everything all at once

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.

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.

From: Say more (by saying less)

Karen Nilsen

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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