The Chronicle’s Business blog

Our friend Denny Hatch has subscribed to Time magazine for 60 years. But he had a disillusioning experience the other day. In a letter, the magazine offered him a “guaranteed low price of $81.95” for the next 52 issues. He thought that a bit high and online found he could get 52 issues for only $30 – a $51.95 savings. Time just lost a subscriber. Denny said he felt Time’s managers had lied to him. Would he have felt the same way if they left out the words “guaranteed low price” and just made him the offer? Probably not. But finding it cheaper online gave him reason to think, is this the way a 60-year customer should be treated? As a veteran copywriter who earned his spurs writing magazine subscription and renewal offers, he said a guarantee is your sacred promise to prospects and customers. When it’s a big fat lie, who is going to trust you or what you offer? He concluded that Time’s management obviously dooesn’t care. They are liars. Now think about this:

• When you promise a customer or prospect something, do you have the power to back it up? Will you do what you promise, no matter what they consequences are?

• If your product or service doesn’t meet or exceed that promise, what do you do?

For a complimentary digital copy of “Uncover Your Inner Sales Genius,” email JerryBellune@yahoo.com

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