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Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
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 curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
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
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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. 
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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