Have you ever, out of the blue, begun receiving newspapers at your door?
This has happened several times to me in my adult life. My first thought usually is, "It's a mistake, must be someone new on the route." Then another appears the next day, and marketing savant that I am, I realize they're trying to reel me in.
I'm what you might describe as a hot and cold newspaper subscriber. I'm in the "cold" phase right now, and have been for about 12 years, including my nine years living in Los Angeles. My local paper is the StarTribune, a middle market muddle of mediocrity from Minneapolis (ahh..that felt good). I admit, I do visit the website to read about my beloved Minnesota Twins. But lately, the site takes so long to load all its graphics and rich media ads, that I'm considering abandoning it altogether.
So the paper arrives Tuesday, Wednesday, Thursday, Friday... then nothing on Saturday or Sunday. Personally, I could give a rip about weekday papers. I'm all about Sunday. Guess it goes back to my childhood preoccupation with the extended comics and entertainment sections.
Anyway, here's what I'd like to say to the StarTribune marketing department:
1. You never told me it was a free trial. I had to deduce that on my own. But still there is a lingering doubt that it's all a mistake.
2. I never asked for a free trial. What makes you think I'm interested in it?
3. Assuming it's a free trial, there needs to be some sort of cover letter or flyer to go with it. Better yet, each day would point out a different section and explain how it will help me in some way or enrich my life. Because, frankly, my brain already feels full of information and I have enough clutter from the daily mail alone.
4. If you want me to subscribe, You've Got to Give Me Sunday.
5. If you want me to subscribe, You've Got to Ask.
