Every Point of Contact Counts

Rarely are rejection notices considered a marketing opportunity. But everything is marketing when it involves your brand. For instance, these notices often arrive on letterhead, with a big fat logo prominently displayed. That’s a marketing opportunity.
The other day, I got such a notice from High Country News, where I had applied to be News Editor. This letter thoughtfully detailed the search process, thanked all the participants and made mention of the person who got the job and the reasons why. Here’s a niche media brand willing to share. I like people who want to share with me. Thus, the HCN rejection letter achieved the unthinkable

About David Burn

Native Nebraskan in the Pacific Northwest. Brand builder at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Believer in Gossage, Bernbach and Clow. Doer of the things written about herein.