Two ideas for your swipe file from the National Geographic Society and the Wall Street Journal.I don't know Don't know (DK, DKed) "Don't know the trade." A Street expression used whenever one party lacks knowledge of a trade or receives conflicting instructions from the other party. why newsletter publishers--or at least most of us--don't reward or at least recognize long-time subscribers at renewal time. I suspect our databases don't don't 1. Contraction of do not. 2. Nonstandard Contraction of does not. n. A statement of what should not be done: a list of the dos and don'ts. go back that far in time. That's certainly the case with NL/NL. * I was reminded of that when I recently received a renewal notice from the National Geographic Society National Geographic Society U.S. scientific society founded in 1888 in Washington, D.C., by a small group of eminent explorers and scientists “for the increase and diffusion of geographic knowledge. that repeatedly noted that I've I've Contraction of I have. I've I have I've have been a member for 25 years, and thanking me for my support: * A logo consisting of a globe with "25" emblazoned across it appears at the top of the sales letter. * The sales letter mentions my "anniversary" no fewer than five times, including the salutation, "Dear 25th-anniversary Member." * The order form states, "Valued Member Since 1983." * Attached to the order form is a membership card, "For 2007: Your 25th-anniversary Membership Card!" * And the card itself, of course, has the globe logo with "25" in large print. * "Save $19 when you renew for two years! In honor As a verb, to accept a bill of exchange, or to pay a note, check, or accepted bill, at maturity. To pay or to accept and pay, or, where a credit so engages, to purchase or discount a draft complying with the terms of the draft. of your 25th year, we're proud to offer a special two-year rate of just $49." But I think this is the normal two-year rate; I know the one-year rate they're offering is the same as what I paid last year. Current Wall Street Journal mailing Another envelope that stood out in the mail was from Wall Street Journal--a #10 Kraft envelope stamped DO NOT BEND. Slapped on the brown carrier was a bright white mailing label with full return address from WSJ WSJ Wall Street Journal WSJ Wisconsin State Journal (Madison, WI) WSJ Web Services Journal WSJ Winston-Salem Journal (North Carolina) WSJ Wagle Street Journal (Kathmandu, Nepal blog) and "Time-Sensitive Material" printed in bold below my name and address. Inside was a standard "professional discount" offer. Just changing the envelope to something unexpected can raise response. It at least moved me to open it. * Last year I got a call from a subscriber who firmly suggested that he get free online access, in addition to his print sub, because he'd been subscribing since Howard Hudson bought NL/NL in 1968. "Isn't that loyalty worth $69?" I had to agree, but then began wringing wring v. wrung , wring·ing, wrings v.tr. 1. To twist, squeeze, or compress, especially so as to extract liquid. Often used with out. 2. my hands while he described how many millions of dollars he's made with his newsletter. I guess that's how you come to own two yachts (which he said he does)--amassing a fortune $69 at a time. |
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