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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
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You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
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What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
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. 
Show. Don’t tell. 
Why people don’t complete online actions (and what to do about it) 
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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