Page 47 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

17 PARTING IS SUCH SWEET
SORROW (ACTUALLY,
IT’S JUST SORROW)

Magazine, journal, and newsletter publishers know that existing
subscribers are far more profitable than new acquisitions. That’s
why they spend so much time, money, and effort trying to hold
onto them.

Think of your customers as subscribers and you can use many of the
techniques publishers use. One of the most common is the renewal
series. This is a set of letters, emails, and other communications
mailed to subscribers as their subscription comes up for renewal.

If you’re marketing any kind of service where people sign up for a
fixed period, you can use a renewal series.

The idea

From William Reed Business Media, a business information
company
I’ve written a lot of marketing copy for The Grocer, William Reed’s
flagship food and drink magazine. Recently, they asked me to update
their renewal series.

Here are five techniques I used in writing the various letters and
emails.

1. Remind them of all the things they’re about to stop getting.
Using a phrase like “Extend your subscription (or membership)
and you will still enjoy all this . . .” is a great way to start.

38 • 100 GREAT COPYWRITING IDEAS