By Peter Lyle DeHaan, PhD
I read a wide assortment of magazines each month. Most of them are free publications, effectively supported by the companies that advertise in them. Only three of the magazines that I read are paid subscriptions. One of them, a popular business magazine, used to be my favorite.
Its arrival was greatly anticipated and quickly read.
When the subscription renewal notice for it arrived, my wife would confirm I wanted it renewed and pay the invoice. This pattern repeated with each renewal request.
One day, I spotted yet another notice and remarked that it seemed we had just paid it. Indeed we had—seemingly every three or four months. Checking the expiration date on the magazine, I noted that my subscription was paid up for several years.
I wonder how many other people fell for their clever scheme. How many of these folks, like me, felt victimized?
Out of frustration we began summarily tossing every mailing that came from them. Eventually, my subscription ended. They continued to mail it anyway. Then it stopped for a while, then they gave me a complimentary year, and then it lapsed for good.
I had a few frequent-flier miles on a seldom-traveled airline. Instead of losing the miles, I re-subscribed.
Shortly after receiving my first issue, they sent me a renewal notice. I’m not falling for that one again. Besides, I don’t really like the magazine any more.
Read more in Peter Lyle DeHaan’s Sticky Series books, including Sticky Customer Service, Sticky Sales and Marketing, and Sticky Leadership and Management featuring his compelling story-driven insights and tips.
Peter Lyle DeHaan is an entrepreneur and businessman who has managed, owned, and started multiple businesses over his career. Common themes at every turn have included customer service, sales and marketing, and leadership and management.
He shares his lifetime of business experience and personal insights through his books to encourage, inspire, and occasionally entertain.
