- Arrived in a white, windowed No. 10 envelope
- Teased 0 percent APR for the first 12 months
- Contained a faux credit card
- Pledged “no annual fee” on the buck slip, with a sword-shaped asterisk directing me to 7-point legalese
- Allowed the card holder to “earn” points — for gas, merchandise, travel and the like
- Offered to educate me about being a more savvy consumer, saver or investor
- Provide tools I might use to teach my children responsible credit habits
- Committed to having my purchases contribute to a worthy societal or environmental cause
- Offered information to help me simplify my life, grow my business, or in some other way climb just a bit higher on Maslow’s hierarchy of needs
In other words, none offered content. Therefore. none promised a life- or business-enhancing experience, conversation or relationship.
So, all wound up directly in the recycling.
Three marketers and their direct agencies, hoping to squeeze just one more iota of an ROI percentage out of this particular test, missed by a country mile with this consumer. And you have to wonder how good they felt — not how confident or smart; how good — designing and dropping those mailings in the first place.
Reason No. 47 why content marketing is a great strategy? Good karma.
As a content marketer, you can take satisfaction in making a legitimate attempt to add some level of value to the world, the marketplace of ideas, and most important, for your desired audience.
Whether that value is designed to entertain, connect or educate, it’s built in there, interlaced with your marketing purpose and message.
When you shut down the computer at day’s end, you can take that legitimate attempt to add value and make a deposit in the psychic bank.
Ironically, you’re also more likely to get the purely financial ROI you seek. Because you’ve attempted to differentiate, through relevance and value, from that veritable blizzard of white, windowed No. 10s.