http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/ Just another WordPress weblog Thu, 29 Jul 2010 23:14:23 +0000 hourly 1 http://wordpress.org/?v=3.0 http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/comment-page-1/#comment-319 James Harris Sat, 07 Mar 2009 09:57:14 +0000 http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/#comment-319 "At worst, it's arrogant and rude." Er, isn't telling someone that they need to raise their standards also a bit arrogant and rude?! “At worst, it’s arrogant and rude.”
Er, isn’t telling someone that they need to raise their standards also a bit arrogant and rude?!

]]> http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/comment-page-1/#comment-320 the_bat Thu, 26 Feb 2009 16:54:14 +0000 http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/#comment-320 Congratulations on kicking the "dwell" habit. While I'm not particularly a fan of ranchburgers, neo-colonials, or McMansions, I'm even less of a fan of those who would bash those who do happen to live in one of these. Congratulations on kicking the “dwell” habit. While I’m not particularly a fan of ranchburgers, neo-colonials, or McMansions, I’m even less of a fan of those who would bash those who do happen to live in one of these.

]]> http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/comment-page-1/#comment-321 brita Wed, 18 Feb 2009 15:20:05 +0000 http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/#comment-321 The Alexander household has fought its own battles with dwell customer service (you think their letters are bad? try giving them a call...). Personal issues aside, one of my favorite re-subscribe tactics is this one: "This could be your LAST renewal notice! All you have to do is send us money NOW!!" (Which is to infer, then, that if we don't send money now, we will be buried in re-subscription notice hell for all eternity.) I also don't understand why they start sending these threats 3 months into a new subscription. Can somebody create a widget to track these, please?? The Alexander household has fought its own battles with dwell customer service (you think their letters are bad? try giving them a call…).
Personal issues aside, one of my favorite re-subscribe tactics is this one:
“This could be your LAST renewal notice! All you have to do is send us money NOW!!”
(Which is to infer, then, that if we don’t send money now, we will be buried in re-subscription notice hell for all eternity.)
I also don’t understand why they start sending these threats 3 months into a new subscription.
Can somebody create a widget to track these, please??

]]> http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/comment-page-1/#comment-322 Kristina Halvorson Fri, 13 Feb 2009 20:13:48 +0000 http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/#comment-322 Great discussion, all. Gwyneth, thanks for offering another take on how this COULD have played out. In response to the "What's the big deal?" comments: By my standards, all written communication must strive to capture the same spirit a respectful, in-person conversation would have. This copy falls far short. And whether or not this is "by-the-book" direct mail copywriting is irrelevant. At its best, it's dated. At worst, it's arrogant and rude. Thomas - maybe it's time you raised your standards? Great discussion, all. Gwyneth, thanks for offering another take on how this COULD have played out.
In response to the “What’s the big deal?” comments: By my standards, all written communication must strive to capture the same spirit a respectful, in-person conversation would have. This copy falls far short. And whether or not this is “by-the-book” direct mail copywriting is irrelevant. At its best, it’s dated. At worst, it’s arrogant and rude.
Thomas – maybe it’s time you raised your standards?

]]> http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/comment-page-1/#comment-323 Thomas Hallett Fri, 13 Feb 2009 15:23:34 +0000 http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/#comment-323 I didn't think it was that bad. Seems you're looking too hard for bad content! I didn’t think it was that bad. Seems you’re looking too hard for bad content!

]]> http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/comment-page-1/#comment-324 Jon Fri, 13 Feb 2009 04:53:20 +0000 http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/#comment-324 What a complete and utter sense of humour failure you're having. If you can't tell that he's not actually chiding you then you seriously don't deserve to be in his little club. What a complete and utter sense of humour failure you’re having. If you can’t tell that he’s not actually chiding you then you seriously don’t deserve to be in his little club.

]]> http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/comment-page-1/#comment-325 Gordo Thu, 12 Feb 2009 22:47:19 +0000 http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/#comment-325 You can save yourself a lot of anguish if you simply DO NOT EVEN OPEN the re-subscribe envelopes. It's only a magazine, right? Let it expire. Read another one for a while, that's what I say. You can save yourself a lot of anguish if you simply DO NOT EVEN OPEN the re-subscribe envelopes. It’s only a magazine, right? Let it expire. Read another one for a while, that’s what I say.

]]> http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/comment-page-1/#comment-326 Gwyneth Dwyer Thu, 12 Feb 2009 17:27:36 +0000 http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/#comment-326 Dear Preferred Subscriber, Every month, we’re delighted to share our love of good design. Now, your subscription is about to expire. What can we do to keep you as a customer? ... A renewal letter like this would align with the ABOUT US copy from dwell.com: “Dwell was created to champion an intelligent, thoughtful, and modern sensibility ..." Dear Preferred Subscriber,
Every month, we’re delighted to share our love of good design. Now, your subscription is about to expire. What can we do to keep you as a customer? …
A renewal letter like this would align with the ABOUT US copy from dwell.com:
“Dwell was created to champion an intelligent, thoughtful, and modern sensibility …”

]]> http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/comment-page-1/#comment-327 dani Thu, 12 Feb 2009 16:10:33 +0000 http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/#comment-327 Of course the obvious question is, well WHAT then? What would your renewal letter look like? And would it be effective? This is a subject that I've wondered about for quite some time, when I receive letters from charities, subscription renewals, debt collectors... what works when it comes to getting money out of people? I think with these groups particularly there's a lot of customer psychoanalysis going on, trying to unearth primative needs, deep insecurities, etc. I am sure dwell is a long way from a 100% success rate on their letters, but I wonder if the "one of us" letter has tested better than the nice, respectful ones (although I love the image of mid-century modern zombies roaming the streets in search of Eames reproductions... ONE OF US. ONE OF US.....) Last comment that belongs in this bucket o' thought: I used to love the Smile Train ads which featured before and after pics of kids with cleft lips. They used to show 2 kids: 2 befores, 2 afters, and the smiles on the after pics were so heartwarming! Now they show about 12 befores and no afters. I wonder what drove that decision... and is it working? Of course the obvious question is, well WHAT then? What would your renewal letter look like? And would it be effective?
This is a subject that I’ve wondered about for quite some time, when I receive letters from charities, subscription renewals, debt collectors… what works when it comes to getting money out of people? I think with these groups particularly there’s a lot of customer psychoanalysis going on, trying to unearth primative needs, deep insecurities, etc.
I am sure dwell is a long way from a 100% success rate on their letters, but I wonder if the “one of us” letter has tested better than the nice, respectful ones (although I love the image of mid-century modern zombies roaming the streets in search of Eames reproductions… ONE OF US. ONE OF US…..)
Last comment that belongs in this bucket o’ thought: I used to love the Smile Train ads which featured before and after pics of kids with cleft lips. They used to show 2 kids: 2 befores, 2 afters, and the smiles on the after pics were so heartwarming! Now they show about 12 befores and no afters. I wonder what drove that decision… and is it working?

]]> http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/comment-page-1/#comment-328 shannon Thu, 12 Feb 2009 16:03:45 +0000 http://blog.braintraffic.com/2009/02/how-not-to-write-or-dwell-loses-a-customer/#comment-328 Same thing happened with Good Housekeeping - a nasty letter asking why I hadn't renewed/paid. I'll just wait for my mom's issue... Same thing happened with Good Housekeeping – a nasty letter asking why I hadn’t renewed/paid. I’ll just wait for my mom’s issue…

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