How to Create a Killer Offer - A Case History
A while ago, I got a subscription mailing from Inc. magazine that was so fresh and compelling, I had to tell you about it.
As you may have noticed, magazine subscription packages are all pretty much the same and you'd think that it would be tough to come up with a new approach. But that's exactly what Inc. magazine did.
Here's the story ...
The outer envelope contains teaser copy that reads:
Pay-what-you-want subscription offer.
Inside the #10 envelope is the order form which says (in part):
/x/ YES! Please send me my FREE issue of Inc. to preview. I understand that after I have received my preview copy, you will send me an invoice that I can return with the PAYMENT AMOUNT THAT I DECIDE.
The buck slip reads:
Too Good to Be True?
Not so. We are offering you this unheard-of opportunity to determine your own subscription rate for 12 issues of Inc. because we believe that after reviewing your FREE issue, you'll find Inc. speaks directly to YOU with a highly specialized understanding of the mindset, interests and information needs of the entrepreneur. Act quickly. This offer is time-sensitive and non-transferable.
This approach is a extremely creative variant of the standard magazine free-trial offer, and I'll bet it has every chance of doing well.
To find out more about the genesis of this compelling offer, I called Patrick Hainault at Mansueto Ventures (the publishers of Inc.) who came up with the promotion.
Patrick tells me that he got the idea from a Radiohead offer that appeared on the band's website. Radiohead was selling their new album on a pre-release basis and told fans that they could order online and pay what they thought the album was worth.
Will this approach work for the Inc. subscription mailing?