How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally reinforce them. However, if you can reframe the conversation, you get to own it...
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally...
Read thisThe curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse to infect your writing, you may unwittingly leave supporters feeling confused an alienated. To...
2 minute readThe curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse...
Read thisIt’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...
3 minute readIt’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone...
Learn moreWhether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop everything and respond to ask, you need to convince them of two things:...
2 minute readWhether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop...
Read thisSometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A donation form. A video... When your email has a destination, be protective of...
2 minute readSometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A...
Learn moreHow do you encourage and celebrate meat-reduction efforts in ways that will be receptive to meat eaters but won’t alienate vegetarians or vegans? Let’s apply common ground messaging theory to answer this question. Triggers: Meat eaters can...
2 minute readHow do you encourage and celebrate meat-reduction efforts in ways that will be receptive to meat eaters but won’t alienate vegetarians or vegans?...
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