"Advertising is totally unnecessary. Unless you hope to make money." -Jef Richards, Ph.D.
How's Your Accuracy and Velocity? 

Content for the win | Vol. 3, No. 10 | October 2014

The universal question when it comes to business pitches, email newsletters, attending industry conferences, or anything else that asks you to pause from what you are presently doing is, "What's in it for me?"

We've been conditioned by tens of thousands of pitches for our time and attention. We know to tune almost all of it out. What is the difference maker? What compels you to stay here and read one more sentence? I'd love to hear you say, "David, you write so well, we just can't turn away from what you're doing." Then my alarm would ring, my daydream would be over and back to work I'd go. 

As someone who provides content to brands, I am intrigued by the power of email marketing. Did you know?
  • For every $1 spent on email marketing, $44.25 is the average return on investment. 
  • That 44% of email recipients made at least one purchase last year based on a promotional email.
  • 72% of business-to-business buyers are most likely to share useful content via email.
To achieve these kind of results, email marketing gurus all say segment your lists, runs A-B tests, stick to one easy-to-digest point, and so on. What is missing from their formula is a call for great writing. The most important "best practice" in any narrative format, including email, is to provide insights, a laugh or two and something for readers to chew on. Forty-four dollars for every dollar spent is something to chew on.

Ask yourself what a well-defined content strategy, followed by consistently well-written emails to your best prospects and customers, can do for your business. With this high rate of return on email investment, figuring out how we can work together to address your needs is definitely a winning proposition.

  1. Leo Burnett seeks to learn how to produce compelling content from HuffPo.
  2. Tu Tu' Tun Lodge in Gold Beach, Oregon tops list of best hotels in the Pacific Northwest. 
  3. "Calling forth is a mindset, a way of showing up as a leader who fights for the greatness within others," says Jeff Giesea.
  4. Omaha has been the Triple-A location for the Kansas City Royals since their inception as an expansion team in 1969. 
  5. TheDogist is photo-documentary series dedicated to capturing the beauty of dogs.
  6. Chevy hits a World Series home run every time this Mo'Ne Davis spot airs. 
  7. I spoke in Bend last May about bringing lean and agile design principles to one's content marketing practice. Here's another gent running with the same ball.
  8. The Kansas City Royals are seeking their first World Series crown in 29 years (and the Nebraska Cornhuskers are pursuing their first conference championship in 13 years). winning program, or a winning business, takes time to build. Consistent victories result from winning patterns of behavior, not merely from new solutions to old problems. 

Bonehook is a guide service and bait shop for brands. We help companies find, shape and share their best brand stories. To book, call 503-970-3862. 
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"Resumes don’t get the job done because they’re dumb, mute and defenseless." -Nick Corcodilos

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