Page 170 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

Dear Mr Jones,
I’d like to welcome you as a subscriber to [magazine title].
Thanks for your payment. You might want to keep the
following pieces of information on file in case you want to
get in touch with us:

The letter went on to provide the start date of the subscription,
reinforcing in the reader’s mind the idea that, yes, something will
arrive soon in exchange for their cash; information on how to pause
and restart their subscription if they were traveling; and a toll-free
number to contact customer services.

In a welcome letter you can also take the opportunity to flatter the
reader, suggesting that their decision to buy from you was a smart
one. One taken by lots of other people, in fact. This helps dispel any
lingering sense of buyer remorse.

Finally, I offered them the chance to buy something else. In this
case, an extension to their original subscription period in return
for a gift. A layperson’s reaction is, “Isn’t this all a bit too early to
be selling more stuff to a new customer?” Er, no. This is exactly the
right time to do that—just when they’ve done it once already.

In practice

• Whatever you’re selling, prepare a welcome letter that you send

to every new customer as soon as possible after you receive their
first order.

• Keep the tone of voice friendly, warm, and conversational. Make

them feel they’ve done something clever and offer them the
chance to do it again by buying something else.

100 GREAT COPYWRITING IDEAS • 161