30 Ways to Amp Up a Renewal Series
28. Showing a subscriber what he'll lose by not renewing can be more powerful than piling on the benefits. Paint a vivid picture of how vulnerable he'll be without your publication.
29. Be cautious about stating your guarantee, and even consider omitting it from the sales copy. Why? Because subscribers' attention should be focused on the experience your publication provides and future benefits, not on dissatisfaction and getting their money back.
30. Sometimes you can "guilt-trip" subscribers into renewing. At the end of the series, simply ask them why they didn't respond. Explain how you can't come up with a logical reason for their silence; then request their help. Put another way: Cause them to feel obligated to answer, and obligation is what finally can trigger a response. For those who can't think of sound reasons, they may find it easier to give in and renew.
Robert Lerose has studied and lectured on renewal series for 15 years. As a freelance copywriter, he uses that knowledge to write money-making efforts for magazine and newsletter publishers. He can be reached at (516) 486-0472 or at email@example.com.