Being upfront with the comp copy offer. (The DM Notebook).One day's mail brought two interesting variations of the ever-popular complimentary copy offer from business publications. Both arrived in #10 ivory window envelopes, the one from Business Week headlined, FREE SUBSCRIPTION VOUCHER A receipt or release which provides evidence of payment or other discharge of a debt, often for purposes of reimbursement, or attests to the accuracy of the accounts. FOR ... and, from Capell's Circulation Report, FREE THREE ISSUE OFFER The basic comp comp See comparison. copy offer is worded as "Send me my FREE issue and, if I like it, I'll receive 11 more issues for the low introductory price of $16.97, If I'm not pleased, I'll write 'cancel' on the invoice An itemized statement or written account of goods sent to a purchaser or consignee by a vendor that indicates the quantity and price of each piece of merchandise shipped. A consular invoice is one used in foreign trade. I receive and have no additional obligation." The wording is designed to permit the publisher to enter a subscription and send invoices while keeping the apparent level of commitment as "soft" as possible. In recent years the trend, especially among business and specialized spe·cial·ize v. spe·cial·ized, spe·cial·iz·ing, spe·cial·iz·es v.intr. 1. To pursue a special activity, occupation, or field of study. 2. titles, has been to extend the "free trial" beyond the single comp copy to a "mini-sub" of two to four issues. This is expected to establish the "reading habit" better than a single issue can do. In this case, CCR 1. CCR - condition code register. 2. CCR - (Database) concurrency control and recovery. is offering three issues and Business Week has stretched the offer to include eight issues in the trial. The Business Week response device, the Free Trial Voucher contains the following wording: "Judge it, enjoy it, use it for 8 weeks at no cost of obligation and discover its in-depth perspective on high tech, personal wealth, and business today. If you decide to continue, you'll receive 51 issues of Business Week (including your eight free trial issues) for the low rate of just $37.95 ... that's 81% off the cover price." Yes, everyone in direct marketing notices that the "free issues" are only free if you don't decide to subscribe--otherwise, they simply fold into the initial-year subscription. This format allows advertising-supported publications to count these "free trial" offers as paid subscriptions for rate base purposes. Since it's seemingly seem·ing adj. Apparent; ostensible. n. Outward appearance; semblance. seem  ing·ly adv. a universal practice, it appears to be accepted (or not noticed) by prospects. Capel's Circulation Report takes a much more up-front approach: "Please send me Three Free Issues of Capell's Circulation Report and bill me for the term checked below. If CCR does not meet your needs, just write 'cancel' on your bill. _____ Six months (10 issues) $245 _____ One year (20 issues) $395" I'm assuming the prospect who checks off the six-month deal will get 13 issues--but nothing on the order form or the package makes this clear--but this format certainly appears to require a whole different level of commitment. It makes it clear that I am "subscribing" when I accept this offer. Dan Capell has told me that his prospects are all circulation pros who know the techniques and tricks of the trade (*) and, for that reason, he keeps his marketing pieces as straightforward as possible. Nonetheless, I would have softened soft·en v. soft·ened, soft·en·ing, soft·ens v.tr. 1. To make soft or softer. 2. To undermine or reduce the strength, morale, or resistance of. 3. this offer somewhat ... at least made it clear that the prospect will receive 13 issues in all, ("A savings of $73.50"). I would make one change to the Business Week response device. Down toward the bottom of the form this small section appears: "Please send Business Week to my __ business address __ home address (please make the address correction on back)." If you don't check a box here or need to make an address correction, there is no place on the form for any positive response from the prospect. I don't like to begin even a "free offer" order without some positive evidence that the prospect has done "something" to separate himself from the jokers who like to return your order form blank in the postage-paid BRE (Business Rules Engine) Software that automates policies and procedures within an organization, whether legal, internal or operational. The use of a rules engine (BRE) requires placing the company rules in an external repository that can be easily reviewed rather than you provided. (*.) Capell is so conscious of his audience's own marketing expertise that in another recent mailing--which offered no free trial issues but instead a premium--he wrote: "PS. CCR contacted freelancer free·lance n. also free lance 1. A person who sells services to employers without a long-term commitment to any of them. 2. An uncommitted independent, as in politics or social life. 3. A medieval mercenary. Mark Johnson Mark Johnson may refer to: Academics and scientists
Capell goes on to briefly describe Johnson's career at Rodale and then gives his phone number and e-mail address See Internet address. e-mail address - electronic mail address . A tip like this one, that premium-driven offers pull well, plus the copywriter's phone number, must certainly make the prospect feel like an "insider"--always an important marketing technique. |
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