THE LEVISON LETTER
Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising
Ivan Levison, Direct Response Copywriting
Volume: 23 Number: 4
The Inc. magazine "Pay what you want" offer
A case history follow-up
Last month in the Levison Letter I described an extremely
magazine subscription offer. You'll find the issue at:
As you may recall, Inc. magazine sent a mailing featuring
"Pay-what-you-want subscription offer."
The order form said (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.
I recently heard from Patrick Hainault at Mansueto Ventures
of Inc.) who came up with the promotion. As he said he would, Patrick
filled me in on the results which I'm passing along to you right now.
"Results aren't final but the "pay what you
wish"package will likely garner
less than 40% of the response we've received for the control against
it was measured. It generally had the same look but in the control,
subscription had a $5 price tag. I don't yet know what the average
will amount to because we've given responders up to two free issues
determine the value of our magazine, but even when measured against
offer, the format is likely to underperform. My guess as to why it
that 1) people tend to freeze when given too many choices (and in
a sense we
gave them infinite price choices) and 2) we didn't put enough emphasis
establishing credibility for the offer."
So the punch line is, the very creative "pay what
you wish" offer bombed.
Does this bother Patrick? Not at all! As he put it,
"Any experienced direct
mailer knows that you have to test, test, and test some more. Your
is your bread and butter but you have to keep trying new things if
to get better results!"
This is advice that YOU should follow. Remember, if
you're using direct mail
and you're not constantly testing, you're just not doing it right!
How To Get In Touch
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904
Phone: (415) 461-0672
Fax: (415) 461-7738
Web Site: http://www.levison.com
How To Subscribe/Unsubscribe
SUBSCRIBE FREE to The Levison Letter at
UNSUBSCRIBE by sending a Reply to this message with
just the word unsubscribe in the subject line.
IMPORTANT: Your subscription information will NEVER
be traded, sold, or used by anyone else. That's a personal
Copyright 2009, by Ivan Levison, All Rights Reserved.
Recent Back Issues of The
|Click Here to see back issues of The Levison Letter