Creating effective advertisements - part 3

Creating a two-stage subscriptions promotion: how do you sell subscriptions when you have just a tiny space for your advertisement?

This question taxes all copywriters when creating, say, a classified two-stage advertisement, or a promotion to go on a packet, or small leaflet.

How do you cram a unique benefit into a few lines?

It really helps if it is clear what your publication’s audience is, or the title is very well known, like, for example, the Wall Street Journal, Reader’s Digest and Cosmopolitan.

The Wall Street Journal is so well known it doesn’t always need to sell its benefits within a promotion. It can concentrate on what the offer to the prospect is.

It can use the promotion to get the paper into the prospects hands and let the content sell the publication over 5 issues.

If you are ever staying at the Amsterdam Hilton, (try the John and Yoko suite!) you’ll find the credit-card style room keys have an interesting message:


There are some very good reasons why this promotion will work:

1. The Hilton’s international travellers are just right for the publication – so the medium is a good one

2. The Wall Street Journal filters prospects by asking for a business card to be sent with the key card – removing holiday makers and others

3. The Wall Street Journal isn’t always stocked by a newsagent

How the promotions works
The prospect sends the key card with his or her business card to the Netherlands address. The newspaper starts the trial subscription within a few days.

Following the trial, the prospect is sent an invoice, offering to continue the subscription.

This invoice, if unpaid, is followed by a personal telephone call, asking for the prospect’s credit card details if he wishes to continue.

There’s not much pressure – the publisher sends the newspaper and the reader makes up his own mind.
h2. Subscriptions marketing: confidential information for sale, with four special reports free of charge

The Subscriptions Strategy newsletter publishes international case studies of ‘best practice’ 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 clients’ 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 £40)

2. Subscription Marketing Workbook worth £33: 15 Subscriptions Marketing Innovations Every Publisher Should Know

3. Subscriptions marketing ‘rapid update’: three special Subscriptions Strategy reports worth a total of £99 to bring you up to date with best practice marketing procedures for online and traditional subscription marketing

*Start now! Click here to order an annual subscription and collect your four special reports worth £132

You pay just £157, a total saving of £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.