Although an Internet lawyer, I’m a bit old-fashioned because I like to read the dead tree (print) edition of the Wall Street Journal in the morning while having a cup of coffee.
So I wasn’t surprised as a subscriber to get an “Urgent Account Status” notice in the mail today. I figured that the subscription must be coming up for renewal.
Unfortunately, that was not the case. The “urgent” problem was a cross-sell pitch for the online edition of the newspaper.
In addition, the cross-sell pitch was a low-ball introductory offer. In fine print at the bottom (about half the size of the smallest print in the pitch itself) was the disclosure that this was a continuity program where I’d be paying more automatically for online subscription renewals.
Good marketing does not require lying about urgency or account status. Good marketing does not include fine print hiding Internet continuity programs either.
Don’t make the same mistake as the no-talent @ss clowns marketing the Wall Street Journal Online Edition. Treat your prospects and your existing clients with respect.
