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So, now as a member I get a zit kit sent to me and the company keeps charging my
credit card every two months. Pretty good deal for the company...let's do a quick calculation: 5,000 members (very, very conservative) at $39.95 every 2 months = $199,750.00. And I'm sure a majority of that is profit. I can't imagine this goop costing them too much. I hope that gives you an idea. And if you start whining about how "it won't work for me" or "my business is different" then you're just thinking creatively enough. Nearly any business can put their customers on some continuity program. It's worthwhile to study how Sackheim built the book-of-the month and other continuity, TFN, automatic shipment plans, or till forbid plans. Initially he would give people one book free if they agreed to buy 3 more or 4 more over the course of the year. Then they tried using "Any Two Books Free Provided You Purchase Your First Subscription volume for $2.00." However, he discovered his best results (about a 40% increase) came from this simple change. "Any 3 of these Fine Books for Only $2.00." It means the same thing, people in both offers were getting 3 books for $2.00 but somehow the way this was worded had greater appeal. This goes to show you the importance of testing. So taking this proven information into account it would make sense when starting your automatic shipment plan that you should consider doing a low priced introductory offer. Remember, you are actually doing most people a favor because nearly everyone is too busy to remember to come to your office or reorder. Think in your own life, I'm sure you've meant to get around to doing or buying something but you just kept putting it off. How about if you have a dog or cat? Wouldn't you appreciate it if your veterinary hospital sent you Fluffy's flea and tick treatment every 3 months instead of schlepping down to the smelly animal hospital. I'd bet you would. And what if they offered a preferential deal and then a discount on treatments? Same thing here. It is your responsibility to make sure customers continue using the products you recommend because that way they will get the optimum results they were looking for. Using a membership plan is the best way to make sure this occurs. |
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