Losing the Sale With One Symbol
The simple asterisk just cost The New Yorker a new subscriber.
Yesterday I got my April issue of Gourmet and there was a special offer insert from New Yorker. At first glance, I loved it. “53 cents an issue” “Save 88%” I used to subscribe to New Yorker, and think it’s almost worth the price just for the cartoons alone, so I’m all primed to sign up again.
And then I get to this line:
YES! Please start my subscription right away at the lowest price available – just $25* for a full year (47 issues.) (whu-oh – an asterisk)
Alllll the way at the bottom in tiny, tiny type I read, “*Plus $4 shipping and handling per year. Please include applicable sales tax.”
Now, $29.00 a year is still a very good deal for 47 issues (62 cents each). But now I’m miffed about the cheesy, waffling weasel pitch. They’re hiding a whoppin’ 4 bucks (9 cents an issue) in the fine print? Geez. And what the Hell is the applicable sales tax?
Guess I’ll keep checking out issues from the Albuquerque library for free. (No late fees, no asterisks.)
Tip for New Yorker (and my readers): An asterisk doesn’t get you anything. Most people know if the symbol appears, there’s some catch in a supposedly great deal. And the finer the print, the bigger the catch. You both devalue your offer and greatly diminish your credibility (What else are you hiding?)
Read More: Bruce Fryer on Red Flags and Asterisks
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Do you suppose there is a legal reason why a publication wouldn’t just quote a price that’s inclusive of sales tax, handling it on the back end? For example, since they are obliged to collect sales tax, they have a means of calculating it. Why not, then, just say the price is $32/year, inclusive of S+H and tax, if you sent the payment now.
An Oregon subscriber would technically pay more (since there is no sales tax), whereas it would be about right for certain areas of Washington state. The simplicity comes in customers understanding the offer and avoiding the back-and-forth mailings, e.g., you send them the card accepting the deal, they send you a bill, you remit payment.
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