"Television is chewing gum for the eyes." -Frank Lloyd Wright
Take Radical Direct Action To Heal Your Brand

Content for the win | Vol. 5, No. 5

"Newsletters mark a turn in our online communications away from the hummingbird metabolism of status updates and toward something more contemplative." -Clive Thompson

I've been reading hardback books of late and enjoying the tactile experience, plus the fact that I am prohibited from auto-posting any of the book’s passages. Speaking of reading books, did you know that 42% of college graduates never intend to read another book after they graduate? Also, did you know that 70% of U.S. adults have not been inside a bookstore in five years or more? We are not a curious, nor well-read people. 

Given the lack of investment in education and the fundamentalist push to deny science, it is appropriate for marketers to ask: How do we reach people and move them in this hostile, anti-intellectual environment? Whether you're selling a political idea, or a six-pack at retail, the need to communicate value quickly and effectively is paramount. People want “just the facts,” but the facts are never enough to convince anyone, especially when no one wants to be convinced. 

We live in a world awash in fabrications. Therefore, it is natural that what we say is questioned, instinctively, at every turn. We, as a people, are not believable. Yet, we must be believable if we are going to sell, and win hearts and minds while doing it. But how?

A person, or group of people, become believable when they walk to their talk. It’s not easy to do, but it is that simple. Patagonia execs realized that conventional cotton farming was a deeply destructive practice, so they changed everything by buying (and then selling) organic cotton. Can you find this kind of fundamental problem in your own business that needs to be solved by radical direct action? 

It may be as simple as using live events instead of ads to help market your product or service. It may be a more complicated operational issue about how you communicate and deliver value inside the organization. It may be something you need an outside observer to see. If you’re facing this type of operational or communications challenge or have recently stared down the beast, let us know and we will gladly share your story in our June edition.

Post Script
  1. Account managers are in charge. Resistance is futile.
  2. Velocity measures the effort needed to deliver value. #metrics
  3. We're helping to present a half-day workshop next month for our client, HealthCo Information Systems. It's free to attend—come on down.
  4. A great look at a writer living in NE Ohio, and how she keeps costs down.
  5. Alex Bogusky on great ideas: "Unless ideas are paired with action, it's totally meaningless." 
  6. The middle class is shrinking in 203 out of 229 U.S. metropolitan areas.
  7. In 2015, an estimated 200,000 people rode Amtrak Cascades — more than any line outside California and the train-dense Northeast U.S. corridor.
  8. FYI: Skamania Lodge's 18-hole, par-70 golf course is beautifully tucked into the resort's 175 wooded acres.
Bonehook is a guide service and bait shop for brands. Call 503-970-3862 to charter an expedition.
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"Well done is better than well said." -Ben Franklin

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