A quick tip – how not to forget

A trend I’ve noticed recently on the internet (well, it’s being going on for some time really) is what is known as the continuity strategy. Which is closely connected to the old ‘puppy-dog’ appeal you may have heard of (especially if you’ve read my book).

You are invited to try out a subscription or newsletter for a month (sometimes up to 3) and, if you like it, you let the monthly payments start after that.

You and I know as business people we are extremely occupied with what is going on in our business and it is very easy to forget that we’ve taken up these offers, taken a look at the material, haven’t quite decided whether or not it is really useful, intend to decide later… and then forget about it until the first payment is taken. You’ve got your subscription almost be default.

If the material you are receiving is something you can use and want to carry on receiving, that’s fine – no problem. But if it was something that you weren’t fully convinced about; you were uhm-ing and ah-ing about then you might feel a bit peeved that the decision was effectively made for you.

Sure, you can cancel – but you’ve still made a payment you might have decided against.. if you’d remembered to reconsider it.

So here’s my tip – if you think it’s a blindingly obvious one that you already use, no problem. But if it gives you an ‘aha moment’ that might save some frustration… and might let you try more offers without worrying about having to remember to make your own decision, then that’s great.

What I do…

• 1. Check when the paid subscription starts (1 month, 2 months, 3 months).
• 2. Put a reminder in my Outlook tasks (it could just as easily be a note in your diary) usually 1 to 2 weeks prior to the subscription commencement date.
• 3. When the reminder comes up I review the material I’ve received and make my own, informed decision.

Simple, eh? But it does save unexpected charges and it saves me scratching my head thinking ‘What the heck was that charge for?’ when my accounts lady asks.

By the way – if you took a look at the Stompernet offer, which follows this marketing strategy, and decided not to go for the free material because you didn’t want to subscribe to something by mistake, then this may take that concern away.

~ Carol Bentley

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Written by Carol Bentley

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