Reenrollment Package for The Literary Guild

Getting old customers to come back can be a vital part of keeping any membership model alive. Just ask The Literary Guild book club. They tapped my shoulder to write a reenrollment package that past members would find irresistible – and it worked! With a cute (albeit sassy) character and an 80% lift over the control, here’s “Helen Heckler”…

Outer Envelope Back:

 

What was great about this package is that “Helen Heckler” is a skeptic, weary of the kind of savings offered in The Literary Guild, until about halfway through the catalog. Surrounded by savings and a stunning selection, Helen eventually succumbs to the offer.

This character was our answer to the company’s need to address customers’ concerns about joining a book club — and it worked beautifully. After several years, I’m proud to say that “Helen Heckler” is still in production today.