Brain Traffic Blog - Latest Comments in How Not to Write (or, dwell Loses a Customer)

Re: How Not to Write (or, dwell Loses a Customer)

James Harris — Sat, 07 Mar 2009 04:57:14 -0000

"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?!

Re: How Not to Write (or, dwell Loses a Customer)

the_bat — Thu, 26 Feb 2009 11:54:14 -0000

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.

Re: How Not to Write (or, dwell Loses a Customer)

brita — Wed, 18 Feb 2009 10:20:05 -0000

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??

Re: How Not to Write (or, dwell Loses a Customer)

Kristina Halvorson — Fri, 13 Feb 2009 15:13:48 -0000

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?

Re: How Not to Write (or, dwell Loses a Customer)

Thomas Hallett — Fri, 13 Feb 2009 10:23:34 -0000

I didn't think it was that bad. Seems you're looking too hard for bad content!

Re: How Not to Write (or, dwell Loses a Customer)

Jon — Thu, 12 Feb 2009 23:53:20 -0000

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.

Re: How Not to Write (or, dwell Loses a Customer)

Gordo — Thu, 12 Feb 2009 17:47:19 -0000

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.

Re: How Not to Write (or, dwell Loses a Customer)

Gwyneth Dwyer — Thu, 12 Feb 2009 12:27:36 -0000

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 ..."

Re: How Not to Write (or, dwell Loses a Customer)

dani — Thu, 12 Feb 2009 11:10:33 -0000

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?

Re: How Not to Write (or, dwell Loses a Customer)

shannon — Thu, 12 Feb 2009 11:03:45 -0000

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...

Re: How Not to Write (or, dwell Loses a Customer)

Rahel Bailie — Thu, 12 Feb 2009 11:00:11 -0000

Hmmm, I didn't find it that shocking, but perhaps it's because it's so formulaic. Old school marketing speak, yes, but formulaic marketing speak. Some poor marcomm hack probably sat for a long time to craft that message just right.
Or I wonder if we - well, I - have become so used to the pitch that I don't even see it any more? I could probably reach across the table at one of the torn-in-half envelopes and pull out a credit card application (unsolicited, of course) urging me to be "one of the elite" or a renewal notice that tries some emotional plea to keep me subscribed. Aw, did you have to go and wake up my filter? ;)

Re: How Not to Write (or, dwell Loses a Customer)

Boringo — Thu, 12 Feb 2009 10:39:26 -0000

Wow. So - I'm interested to know what your subscription renewal reminder would have looked like.

Re: How Not to Write (or, dwell Loses a Customer)

BK — Thu, 12 Feb 2009 10:32:14 -0000

Again, another reason why I love all things Brain Traffic. I am now putting Dwell on my "don't need" list.