SCHEME 10—THE DISCOUNT FOR CASH
Publishers of a magazine angle for renewals without boldly snatching for a man's pocketbook, by this presentation:
"Simply tell us NOW to continue your subscription. Remit at your convenience. Better still, wrap a $1.00 bill in this post card—and mail to us today. We will send not only the twelve issues paid for, but will—as a cash discount—extend your subscription an extra two months."
* * * * *
Here the cost is brought in almost as an afterthought, yet in a way that actually brings the cash with the renewal.
"Fill out the enclosed order and the goods will be shipped at once and billed in the regular way."
* * * * *
The payment is not in sight—it hasn't yet turned the corner. "Billed in the regular way" catches our order where we would postpone action if it meant reaching down into our pockets and buying a money order or writing out a check. The payment looks afar off—and it will not seem so much if the account is paid along with the rest of the bills at the first of the month.