Keeping Creative Alive for Continuity Offers

What's Your Position on Commitment

While Book-of-the-Month launched a positive-option club, called Bookspan, it still mails heavily for its negative-option club. In 1994, the book club retired its 10-year control, "Psst … don't tell your friends," for a more modern package. The old control, written by Bill Keisler, kept its message short and sweet with a soft offer of four books for $1 each and no further commitment. The whole package whispers "no obligation" over and over to entice prospects to respond, and speaks to them as if they are a special group singled out for this offer.