Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing their time in your page. Importantly, think about this from your reader’s perspective (not...

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...

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...

Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If your organization relies on—or hopes to rely on—a digital audience to sustain its work,...

If we want to get the most out of email, we need to make it personal. If every message we send sounds like it was spat out of a template, it’s going to be hard to...

Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think about email broadcasts this way. Broadcast communication is, by default, impersonal. Because...