Posts Under: Jim Sinkinson

Listening and a Value Proposition Are New Product Keys, Turpin Says

Communication is not the first thing you think about when deciding to launch a new product, but it should be right up there. Writing about a new product launch, Infiniti Research wrote this: "Our first recommendation was to implement a value-based prioritization framework to help identify the most critical milestone that needs to be focused on to give out the right message to the end-users."

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Copywriting Keys That Will Get Customers to Renew and Subscribe

"Market your editorial consistently to your existing readers," Jim Sinkinson told our Business Information & Media Summit audience in November. "You sold them a subscription, you're sending it to them digitally or by print. Don't take for granted that just because they paid for it that they're going to read it. And if they don't read it, they won't renew."

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7 Content Highlights From This Week's BIMS Event

"I looked at the company and realized that strategy at the end of the day is simply resource allocation. That's my job. So I need to resource the appropriate level towards technology differently than we have been."  —Thomas president and CEO Tony Uphoff   Another successful Business Information & Media Summit (BIMS) concluded yesterday with an incredible keynote from Uphoff—Thomas has completely transitioned from being a legacy print/directory company to a data platform company—and more insightful and solution-oriented sessions.   I'll be writing about more BIMS sessions in the coming weeks but meanwhile here are some highlights from the conference to give you a taste.   Make your content valuable and affordable. "If [one of your customers] doesn't want to buy your content because he says it's too expensive for him, then maybe you need to do some soul searching in your content," Grey Montgomery, preside ...

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8 Retention Strategies From Publishers Small and Large

I just decided not to renew a certain subscription that I had to a cultural institution. In their last letter to me, they said here's what you'll be missing and listed a few benefits. That makes sense—I recall Jim Sinkinson telling us to remind subscribers of what they would be losing if they don't renew. "Great renewal copy threatens a loss—of security, well-being, opportunity, or all three."

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Dos and Don'ts of Getting New Subscribers/Members

Over the weekend, I was about to send in $100 for a membership to a group I've belonged to for many years when I decided to look again at the benefits. There really aren't any. The ticket discounts I used to get are now offered to higher-level subscribers. The four free tickets are now two. They've done away with their publication. I had just gotten used to giving them money because I support what they do.

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