|
Dick Benson’s Secrets
One of the most revered circulation consultants in my time was the late Dick Benson, who had strong opinions about many things. “My views on renewal are mine alone,” Benson wrote. “I know of no one who agrees with them.” Benson:
- I don’t believe copy and format of renewal efforts have any effect, assuming that the renewal series is adequate to start.
- I believe the product or, if you will, the editor is responsible
for renewals. - I do believe timing counts.
- The number of efforts is important.
- Offers—i.e., premium and price—are important.
- If you can turn your subscription offer into a membership offer, you can bill for dues rather than ask for a renewal. In my experience membership renewal is regularly 10 points above subscription levels.
John Klingel’s Secret
Another great circulation consultant is John Klingel, whose guidance is invaluable:
The renewal effort must reflect how the person came in: a sweepstakes renewal to sweeps-sold subs; a premium offered to those who came in on a premium; a short-term renewal offer to short-term trial subscribers—and you can’t dramatically raise the price
on renewals.
Who Writes the Renewals?
I believe that the writer of the acquisition mailing should be hired to write all billing and renewal series as well as the holiday gift subscription efforts. The reason is this was the voice to which the subscribers responded in the first place and should be the voice of the publication to those subscribers.
“A basic tenet of selling,” wrote legendary copywriter Bill Jayme, “is that in the marketplace as in theater, there is indeed a factor at work called ‘the willing suspension of disbelief.’”
Denny Hatch is a freelance direct marketing consultant and copywriter, and author of the online newsletter and blog, Denny Hatch’s Business Common Sense. Visit him at www.businesscommonsense.com or www.dennyhatch.com, or contact him via e-mail at dennyhatch@yahoo.com.
|
Secrets of Direct Marketing Testing
PURLs for Profit