| Ivan Levison
Direct Mail, E-mail and Advertising Copywriting
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Action Ideas For Better Direct Mail,
A few days ago, I got a subscription mailing from Inc.
magazine that was
As you may have noticed, magazine subscription packages
are all pretty
Heres 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.
The buck slip reads:
Too Good to Be True?
Not so. We are offering you this unheard-of opportunity
This approach is a extremely creative variant of the
standard magazine free-trial
To find out more about the genesis of this compelling
offer I called Patrick Hainault
Patrick tells me that he got the idea from a Radiohead
offer that appeared
Will this approach work for the Inc. subscription mailing?
Well, lets crunch some numbers . . .
A subscription to Inc. (in the prospecting stage, not
the renewal stage) normally
An economist would say that any rational being would
only offer a penny for
I asked Patrick how he thought this new promotion would
actually do against
Like all direct marketing pros, Patrick is committed
to endlessly testing ideas
Want to know how the mailing did? Patrick said that
he would share results
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