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A Great Example of Myth-Busting, Personalized Curated Content

We were really impressed with this email we received from MarketVolt client Les Landes.

We often encourage you to curate content — reference others’ works to make important points — rather than creating original content from scratch. This email is a great example of curated content. We share it here in its entirety. Thanks, Les, for giving us permission to do so (one should never lift an entire piece of content without permission from the author).

After you read it, continue below to see seven things we like most about it.

Seven Things We Love About this Email

  1. Personalization. This is a commercial email, but it feels like a personal note from Les to me.  Look for opportunities to create personalized emails like this one. This principle applies to all commercial emails, not just curated ones.
  2. Reference to a Well-Known Movie. Citing Jerry McGuire gets readers’ attention and piques their interest. Try to tie your content to popular culture. By doing so, you don’t dumb down your content. You simply create a hook to capture attention.
  3. A Myth Debunked. Show me the money is a concept so engrained in our culture that business managers naturally assume pay motivates employees. Not so, says Les. Presenting a concept and then debunking it can be a great way to make a point.
  4. Well-Promoted Curated Content. Les curates content from Daniel Pink by touting Pink’s credentials (“a leading expert in the science of human motivation”) and by enthusiastically endorsing the video (“it’s worth every second.”). When you curate content, you must put it in context and give people a reason to consume it.
  5. Message Ownership. After promoting Pink’s content, Les cites an article of his that echoes the ideas he has curated. Les is promoting his own expertise so it would be a mistake to cite Pink without saying, in effect, “This is a message that I deliver, too.” We are doing the same thing in this blog post. We’re sharing content that Les created, but we noted the top that “We often encourage you to curate…”
  6. Product and Service Tie-In. The email stands-alone as valuable, informative content, but Les ties it to the products and services he offers. “Many of the ideas…are built into the principles and practices of our ImaginAction System…” (with a link to information about the system). This is a seamless transition from helpful content to product pitch. It doesn’t feel pitchy. It says, “If you find Pink’s video and my article interesting, you might benefit from this service I offer…”
  7. Clear Call-to-Action. Les closes the email with a direct call-to-action that says, “Give us a call at 314-664-6497 or simply reply to this message, and let’s talk about how the ImaginAction System is designed to tap into the real motivators of extraordinary performance.” This wraps up the email with a strong business-building message.

He builds interest with a popular culture reference and then debunks a prevalent myth; he curates great content to deliver the message; he ties the curated content back to his messaging; and then he connects it all to his products and services, closing with an invitation to discover more.

This is a great formula for any curated email.

Well done, Les.

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