Your 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,...

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,...

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...

Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving your vision is dependent on the funds and actions of your supporters, you need...

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...

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...