content strategy

Content creation is a tough game for sure. Not only is there too much content, but the quality can be pretty tenuous. Just think of your email inbox and the daily task of combing through mounds of messages in an attempt to find the ones you actually need to read.

According to a recent article, email users send 204 million messages each minute, and there’s even a new expression to describe the onslaught – content clutter. Alongside the steady stream of emails, there are email notifications from social media platforms and calendar pings. There are email advertisements and drip campaigns, automated emails written by salespeople. If you’re like me, you spend a lot of time deleting emails and just skimming others.

Over the last few months, I decided to collect a few one-liners that actually made me stop and read the content. I managed to come up with only four. It’s confirmation just how difficult it is to write compelling content, and I thought I would share these 4 one-liners that made me want to read on.

1. “Had to share”

I am a member of a group that has a closed email listserv, and this subject line pertained to an email by one of the subscribers. She wanted to share an excellent article she had read in a national newspaper about the challenges of the college process for high school students and their families. In her email, she shared the article link and a few other helpful resources she had found as well. The subject line invites the reader – here’s something I really liked which I am giving to you, and I don’t want anything in return. Of course, I jumped right in and read it.

“Gratitude is both rare and impactful

in today’s digital conversations.”


2. “We’re passionate about feedback – and I’ll respond to every message.”

This one-liner was part of an autoresponder message. After signing up for the premium version of this product, I received a confirmation email from the co-founder which included this line. With the proliferation of chat boxes, knowledge libraries and email support, it was a pleasant surprise to read a message from a management team that tells me my feedback is valued, read and answered. I took the time to read the entire email, and it convinced me that the company has a strong set of core values. My team remains committed to this product because of it.

thank you note

3. “One of the real benefits of social media is the ability to meet people we would not otherwise have the opportunity to meet – grateful for the connection.”

I received this message from a Chief Experience Officer with whom I had connected on LinkedIn. I had sent him an invitation to join a new LinkedIn Group and was touched by his gracious response. It prompted me to click his website link and read all about him and his company. His note is a reminder of how rare and impactful gratitude is in today’s digital conversations.

4. “Thanks for considering, even if you can’t.”

This subject line accompanied a message from a friend who was in need of a favor. What I love about this line is that it conveys her appreciation to me for just taking the time to read and consider her request. She words her sentence in a way that tells me – it’s just fine if you can’t. It made me want to do my best to help, and not surprisingly, I did.

In a digital world that surrounds us with Buzzfeed quizzes, snapchats, tweets, automated emails, and emojis, there is still a content strategy that trumps all. It’s sincerity. Sort of like the handwritten thank you card, it works because it’s a bit of a rarity. Requiring time, effort and mindfulness, content infused with sincerity is powerful and magical at making us want to read on.

RB is a digital marketing agency that is passionate about content marketing strategy. Have you come across any compelling one-liners lately that made you want to read on? Please share them in the comments!

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