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,...

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...

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,...

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...

It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone. The business of wide-scale change-making affords us neither of these luxuries. Since you’re reading...

A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image that greets your reader when they hit your page. If your page doesn’t have...