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 you’re writing only to them. When ‘broadcasting’ language slips into our writing,...

When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where did they all come from!? (Followed by: can I have some?) Few organizations talk...

I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only space for one hero—and it’s not you. Let me explain... Every story...

Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition or advocacy page, use it to communicate the ‘pain or consequence’ that follows from...

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. It also means that action pages are often the first meaningful touchpoint for new...

The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast as you can! Convoluted language won’t win you any friends in the real world...