Advance renewals score big for KCI.

Two new advance renewals for KCI's Utility Forecaster pulled in strong results, beating the previous packages by about 2-to-1.

The new packages were created by Robert Lerose, a New York-based freelance copywriter, under the supervision of Amanda Hath, product manager at KCI.

Utility Forecaster is a montly newsletter edited by Roger Conrad that centers on investment opportunities in the utilities sector. The renewals were mailed to UF's entire subscriber file regardless of where the subscriber fell in the renewal cycle.

Both new efforts had the same terms but differed in their approaches: One was offer-driven and one was report-driven.

Both efforts adhered to classic advance renewal techniques by rewarding subscribers for acting immediately--locking in a low rate, guaranteeing uninterrupted service, and saving natural resources by eliminating the need for future reminders.

The offer-driven package carried the headline LAST CHANCE! and was signed by Roger Conrad. Besides the implied urgency, Lerose believes that two other copy points in the body of the letter keep the subscribers' attention focused:

"Subscribers are smart.," Lerose said. "They know that if they don't respond now, they'll get several more chances as the renewal series progresses. To counter that feeling, I put three questions in the letter: Why you? Why this? Why now? Answering them reinforced the personal bond between Roger and his subscribers, prompting them to act. The second thing was to emphasize that advance meant just that: This offer wouldn't (in fact couldn't) be repeated."

The report-driven package ostensibly came from the office of the publisher with the headline A PRIVATE OFFER FOR YOU and pushed a special report on great non-utility stocks to own, selected by the editor. Although it offered the same benefits for an immediate reply as the offer-driven package, it clearly touted the individual character of the report.

The report was free upon renewal. To make it more appealing and to show how the subscriber would come out ahead financially, the letter gave an impressive dollar value for the report and contrasted it with the subscription price.

According to Hath, both new advance renewals performed beyond expectations. "I was thrilled to see that the combined response rate from the renewals was over 50 percent better than the last three advance renewals we had sent out," Hath said. "The offer-driven version on its own pulled 86 percent better with a response rate we hadn't seen in over six months! I look forward to rolling out with this offer-focused version in the fall."

Amanda Hath, KCI Communications, 1750 Old Meadow Road, McLean, VA 22102, 703-905-4620, [e-mail]

Robert Lerose, copywriter and consultant, 628 Meadownbrook Road, Uniondale, NY 11553, 516-486-0472. [e-mail]