Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention. Either, they’ll need to delay the thing they were about to do next, or...
4 minute readConsider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention...
Read thisInboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your content will stand out when you can reach your supporter’s emotional brain. This is...
6 minute readInboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your...
Read thisTo steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices but it applies anywhere we’re competing for our audience’s attention (so, the entire Internet)...
3 minute readTo steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices...
Read thisCognitive 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...
2 minute readCognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead...
Read thisKnowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers into subject-matter experts. Mostly, we’re in the business of motivating people to action. If...
2 minute readKnowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers...
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