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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.
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
If we want to get the most out of email, we need to make it personal. If every message we send sounds
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
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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