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There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
If we want to get the most out of email, we need to make it personal. If every message we send sounds
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
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.
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
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
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
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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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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