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4. Reinvent your offer

WHEN PRINT WAS KING, and finding interesting magazines meant overstaying your welcome at a newsstands, free issue offers ruled the world of subscription direct mail. Even it’s-only-free-if-you-remember-to-cancel-or-surprise!-you-just-bought-a-subscription-by-doing-nothing “soft” offers.

NOW WITH INDIVIDUAL ARTICLES and entire issues freely available online, soft offers are hard sells. To re-establish control, you must flip the script and reengineer the dynamics of your offer in a world where “information wants to be free.”