Famous Last Words: Going to the Advance Renewal National Bank
My renewal options in this effort were for either $349 (one year) or $499 (two years) - a fair pinch of change. Why part with that kind of money in advance? Nowhere on this form is the expiration date, and, of course, my WSJ copies have no labels.
I was expected to trust that Rupert Murdoch was being honest with me and that his renewal money was due him. In the immortal words of Miss Piggy, "Silly moi!" I checked the WSJ Web site and discovered my online subscription was not up until June 2009. I called customer service to discover that my subscription to the print edition did not expire until October 2008. I would rather have this money for four months than give it to Uncle Rupee. So I waited. But here are the takeaway points:
- If the expire date is not on the label, the publication is in violation of USPS' rules.
- If you put the expire date on the advance renewal form, response will be much lower than sans date.
- Never borrow money. Instead, always go to the Advance Renewal National Bank!yy
Denny Hatch is a freelance direct marketing consultant and copywriter. Visit him at www.dennyhatch.com, or contact him via e-mail at firstname.lastname@example.org