How not to treat a prospect.A recent double-postcard mailing promoting a trade tabloid tab·loid n. A newspaper of small format giving the news in condensed form, usually with illustrated, often sensational material. adj. 1. In summary form; condensed. 2. Lurid or sensational. boldly and invitingly proclaimed pro·claim tr.v. pro·claimed, pro·claim·ing, pro·claims 1. To announce officially and publicly; declare. See Synonyms at announce. 2. , "Try four issues ABSOLUTELY FREE." The copy stressed "No obligation" and "See for yourself why everyone's...." It was an irresistible ir·re·sis·ti·ble adj. 1. Impossible to resist: an irresistible impulse to sneeze. 2. Having an overpowering appeal: irresistible beauty. effort and we didn't resist. Why not? Four free issues of a publication we were already familiar with (which, incidentally, is the prerequisite pre·req·ui·site adj. Required or necessary as a prior condition: Competence is prerequisite to promotion. n. of a double-postcard promotion). But what was the first thing we received in the mail after responding to this warm-all-over free offer? No, not the publication. Instead, an invoice titled ACKNOWLEDGEMENT. "Thank you for your subscription order. Amount due: $103.00. Payment due: 05/20/99." And below the perforation per·fo·ra·tion n. 1. The act of perforating or the state of being perforated. 2. An abnormal opening in a hollow organ or viscus, as one made by rupture or injury. Perforation A hole. : "SUMMARY OF ACCOUNT: 49 issue subscription to.... $103.00." No mention of the four free issues or even if the subscription begins after the four free issues. The invoice was a big turnoff for at least three reasons: * It arrived before even one copy of the publication did. * Its business tone starkly contrasted with the inviting double postcard. * It never acknowledged the free issues. Moral of the story: Pace your invoices to arrive after at least one, if not more, issues of the publication the prospect has asked to review. And it doesn't hurt to mention on the invoice that the subscription includes the number of free issues promised in the promotion. |
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