Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet. Never has our collective attention span been more fleeting. As much as...
5 minute readLet’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet...
Learn thisYour reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid ‘telling’ people what to think. That includes making assertions that some things are cruel,...
2 minute readYour reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid...
Learn thisWhether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell them exactly what you want them to do. In our tests, this always increases...
2 minute readWhether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell...
Learn thisWhether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop everything and respond to ask, you need to convince them of two things:...
2 minute readWhether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop...
Learn moreA 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 be taken to not misinterpret or over-simplify the data. There are therefore good reasons...
2 minute readA 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...
Learn moreHow can you keep vegans on board with lobbying efforts to incrementally improve welfare standards for systems they’ve chosen to boycott? Let’s apply common ground messaging theory to answer this question. Triggers: Ethical vegans recognize that cruelty...
2 minute readHow can you keep vegans on board with lobbying efforts to incrementally improve welfare standards for systems they’ve chosen to boycott? Let’s apply...
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