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Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
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
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
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.
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
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
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to your list are your list building entry points. Choosing the right entry points can either set you up for long term success or agonizing frustration.
Define the terms of your relationship
The very first touchpoint that brings someone to your email list is defining. That moment is responsible for establishing the terms of the relationship they will have with you. Will the interaction position them as an action taker? Or a spectator? Consider how supporters can best help your organization achieve its mission, and then design list-building entry points to mirror that.
Active entry points include:
- Signing a petition or other online action
- RSVP’ing for an event or rally
- Donating or buying merch
Passive entry points include:
- Generic e-mail list signup form
- Asset offers (recipes, literature, e-books, etc.)
Simply put, if your core list-building strategy relies on passive entry points, it’s going to be harder to mobilize your supporters into action. You’ll find plenty of digital agencies keen to push passive entry points because they’re easily applied in a commercial environment. However, we have something more valuable to work with. So play to your advantage—optimize online action pages such as petitions and advocacies to fuel your list building strategy. Prioritize your active entry points. These highly-sharable assets will build audiences faster than generic signup forms every time.
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How ‘why’ is the most important question you need to answer 
Don’t be a hero (make your supporter the hero!) 
Show. Don’t tell. 
This little trick will increase your conversion rates 
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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