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SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
If we want to get the most out of email, we need to make it personal. If every message we send sounds
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices but it applies anywhere we’re competing for our audience’s attention (so, the entire Internet). In short, don’t force someone to read your whole page in order to ‘get’ the point. A ‘linear stream of consciousness’ is not a useful writing style. Start strong. Lead with compelling ideas. That’s how you’ll hook your reader.
The inverted pyramid
One way to visualize this tactic is to imagine an inverted pyramid. Front load your headline and intro statements with the most critical and compelling details—an emotionally persuasive conclusion or call to action. Follow up with supporting facts and finish with background details or your movement story.
This is basically the opposite of academic writing which often leads with background information, follows with supporting facts, and ends with a closing argument. This, like all the most effective communication tactics for web, will require many of us to un-learn the academic writing styles drummed into us by the education system. This might feel awkward and unintuitive, but it gets easier. And importantly, it works.
Why it works
- Grabs attention
- Lowers bounce rate
- Supports multiple CTA launch points which caters to both high and low attention spans
- Serves skim readers
- Improves comprehension
- Good for SEO and keyword targeting
- Encourages scrolling
Fast-track your digital strategy learning curve.
Free eBookWhen the inverted pyramid works best
When your objective is to inform, to provide commentary, or to spread an idea—the inverted pyramid works very well. In these cases, ‘top down’ structures maximize reach and comprehension by catering to wide range of reader behavior.
When to avoid the pyramid
It won’t make sense to wedge every piece of communication into some form of upside-down triangle. Different structures will suit different objectives. ‘How-tos’ and ‘listicles’, for example, gain nothing from the inverted pyramid structure. Sometimes leading with a ‘knowledge gap’ to spark intrigue can more effectively meet your needs. And for challenging content whose objective is behavior change, leading with the ‘conclusion’ can at times be abrupt and counterproductive.
Whichever structure you use, lead with a strong, compelling idea and a headline that offers a clear value proposition. This will capture attention and buy you time to hook your reader.
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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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