In praise of a confirmation email
This may sound silly but I was happy to read such a well-crafted confirmation email. Notice the avoidance of empty superlatives, the non-patronizing, the effort, not to sound hip or flippant or “professional”, but to be useful. The complimentary premium articles were the extra touch that made me want to share this with the world. This is persuasive (marketing) writing at its best.
Thank you for registering with The McKinsey Quarterly.
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As you may be aware, many of our articles are premium — available only with a subscription to our print publication. These are identified on the site with the letter ‘P.’ As an introduction to the full value of mckinseyquarterly.com, please accept complimentary access to three of our most popular premium articles by following the special links below:
- Leadership as the starting point of strategy
- Innovation blowback: Disruptive management practices from Asia
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Publisher, The McKinsey Quarterly
firstname.lastname@example.org, The McKinsey Quarterly Membership Confirmation
The McKinsey Quarterly is impressive by itself too, most interesting and with the best graphs I’ve seen since The Economist (and they present them inside sexy, useful Flash “exhibits” that allow you to zoom in/out and pan around).