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...

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...

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...

Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if that would work for us?” ... “What about our organizational ‘voice’?” .....

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...

We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because of this, it’s been adopted by all the most successful online action platforms...