Found 24 topics tagged ‘Persuasive Writing’

On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you know that’s not it at all! Your title or headline’s strategic function is to...

What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated? Why do you exist? The answer to all these questions is the same. And...

How can you simultaneously meet the needs of both long-term and fledgling supporters in ways that don’t patronize or confuse anyone? Let’s apply common ground messaging theory to answer this question. Triggers: Long-term supporters value long-term...

Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead people to act against their own best interests. If you understand them, you can...

Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers into subject-matter experts. Mostly, we’re in the business of motivating people to action. If...

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...