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Why should we be exempted of looking at words and their meaning? Is our audience so cunning, so clever that we don’t need to think about what we’re selling them? That we don’t need to think about their money’s worth? Why shouldn’t we strive to make our audience dream and build an image that would link their aspirations to the work of editorial boards? → Read
It is a universal, consensual statement – during lockdown, subscriptions to newspapers massively increased. Some publishers decided to grant new subscribers months of free subscription and some made their paywalls less rigid, while others restricted access to content. But, though the strategies varied, the results worked as proof – subscriptions have increased by 2 and, in certain cases, have been multiplied by 10.
Yet, how do you make readers loyal on the long-term? Good practices reviewed.
What does it mean to welcome a customer? Imagine welcoming a guest at a party. You wouldn’t say to them: ‘Here is the entry code to the building. Now sort it out for yourself.’ You’d probably say: ‘Great that you came! So pleased to see you again. I’m going to introduce you to Lucy who works in the same sector as you. Marc’s son will attend the same secondary school as your son from next year onwards. By the way, do you still like Margarita cocktails? Nice, come inside the kitchen, on the right, I’ll make you one!”
So, welcoming subscribers means making them feel welcomed and remind them of the content they have paid for. This is done factually, of course, (access to this and that) but also in a witty way and while reasserting your mission and your values.