As many publishers have discovered, the real money is in back-end sales.

It's cheaper and more profitable to renew an existing subscriber than it is to acquire a new one.

THE PROBLEM: How can you convince a subscriber to renew in advance of the start of the "regular" series and long before the expiration date?

KCI Communications of Virginia faced this challenge with their investment newsletter, Utility Forecaster.

MY SOLUTION: To leverage the close personal bond between the subscriber and the editor, Roger Conrad, and to prove why the offer was too good to pass up.

The letter began:

"Renew in advance? Are you crazy, Roger?!"

It explained the reason Roger was writing, clearly and concisely. The mock outrage disarmed the reader's skepticism.

The second paragraph continued the theme–

"Well, yes, a little (you can't be in the newsletter business without being a little strange) – but not when it comes to you and your money."

I wanted to expand on the surprise of the first line with humor and contrast the seriousness of protecting the reader's money (a key benefit) with the editor's self-effacing tone (a rapport-builder).

After stating the offer, three bold questions leaped out at the reader:

"Why you? Why this? Why now?" – followed by an answer for each.

Why did I consider this section critical?

Because the answers framed the offer in a believable context and answered the subscriber's questions. They explained the singular character of the renewal, and they justified the benefit to the subscriber with proof.

The package wrapped up with specific advantages of renewing and a reminder that the offer would not be repeated.

THE RESULT: A 50% lift in response that performed well beyond the marketing director's expectation.

By relying on fundamental principles of direct-marketing – a personal tone, "reason why" copy, proving the claims – I was able to solve KCI's problem and generate instant cash for their coffers.

In the words of Amanda Hath, product manager
of Utility Forecaster at the time:

"Your version pulled better with a response rate we hadn't seen in over six months! So I expect to roll out with it in one of the upcoming issues, and will certainly be contacting you with more work in the near future!"