A lazy or inexperienced copywriter will often major on a tired concept such as “An excellent reference book….very useful for busy managers”.
Or, as is often the case, he will list the features of the magazine, website, newsletter or book — who the author or editor is, how many pages or chapters it contains and the subjects covered.
None of these features would appeal because they merely explain what the publication is and not what it will do for the reader.
An exception is when the author, editor or writer involved is widely known and respected as an authority on the subject. But that wonâ€™t apply if the same information is readily available elsewhere for less cost, e.g. published on the internet or in newspapers.
A Handbook of Management Techniques
Nor will quoting testimonials from well known sources necessarily sell the publication. Here are some typical examples for a management book titled “A Handbook of Management Techniques”:
“An excellent reference book….very useful for busy managers” Accountancy
“An ideal reference for all managers, whatever your discipline” Working Woman
“Timely and informative…well written concise and accurate…can certainly be recommended” Export
How to use testimonials
The problem with these quotes is that they could be applied to almost any management book published! What is the point of using them if they don’t sell the particular product you are promoting?
The answer is use a testimonial only if it can be applied to your product. That way you will reduce the chance that the reader will think he can get the same thing cheaper elsewhere
(or free on the Internet!)
It may take a bit of extra effort to get unique testimonials, but why not gather them within your system? Other publishers are doing it with great success.
All this, and more, is covered in the Subscriptions Strategy newsletter – for today’s publishing marketer:
Subscriptions marketing: confidential information for sale, with four special reports free of charge
The Subscriptions Strategy newsletter publishes international case studies of â€˜best practiceâ€™ marketing for the Internet, websites, newsletters, books and magazines etc.
As publishers ourselves, we live or die by results. If a promotion doesn’t work, we lose money. If it works we record the results and use it on our own, and our clientsâ€™ websites and publications.
Every issue of the Subscriptions Strategy newsletter carries examples of successful marketing.
How you benefit by removing risk
As far as we are concerned, our testing means the difficult and costly part is over. As far as you are concerned, you can benefit from this tried and tested knowledge because the risk of failure has been removed and profitability is assured.
You will also find Subscriptions Strategy a great resource for training staff in all aspects of subscriptions marketing.
Please click on the link below for instant access to your subscriptions marketing starter pack. You receive:
1. 20% off the full price of an annual 6-issue subscription to the digital edition of the Subscriptions Strategy newsletter (a saving of Â£40)
2. Subscription Marketing Workbook worth Â£33: 15 Subscriptions Marketing Innovations Every Publisher Should Know
3. Subscriptions marketing ‘rapid update’: three special Subscriptions Strategy reports worth a total of Â£99 to bring you up to date with best practice marketing procedures for online and traditional subscription marketing
You pay just Â£157, a total saving of Â£211. If the material does not come up to expectations, email, write or phone for a full refund. This guarantee is valid for the lifetime of your subscription and can be exercised at any time.