Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like this. And not because it doesn’t contain important information. It does. You’ve probably never...

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...

SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like you’re writing only to them. When ‘broadcasting’ language slips into our writing,...

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...

Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000 inactive contacts are worth less to your cause than one engaged supporter! Your aim...

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...