Forced Continuity Good Or Evil? - Part One
Is Forced Continuity this years Exit-Pop?
Every so often, an IM celebrity uses (or sells) a powerfully effective marketing method. It isnt necessarily a new technique but, the sheer volume of JV partners that support it, ensures maximum visibility.
The consequence is a glut of marketers imitating or plagiarising the idea for the next 6-12 months sometimes longer.
Some will love it.
Others will hate it.
And a vocal minority will flood the forums with a vitriolic mix of anger, hatred and bad speling.
In just a few days time, a sizeable new promotion will begin that will, in my opinion, elevate Forced Continuity to this status.
In anticipation of the deluge of information (and mis-information) that is likely to follow, Ive decided to pre-empt the backlash with a some calm and measured consideration.
Forced Continuity Definition
Within the marketing industry, forced continuity refers to an offer that requires the customer to commit to one or more future payments, each of which will be taken without seeking further permission.
Forced Continuity Examples
An internet DVD rental company offers you free DVD rentals for two weeks, after which time your monthly payments of $X will begin. Monthly payments will continue indefinitely until you cancel your membership.
A mobile phone company offers a free mobile phone when you open an account with them. The terms require you to pay a monthly line rental charge for a minimum of 12 months. Canceling the contract before the 12 months are up often incurs a sizeable penalty.
A publisher offers a free magazine subscription for three months. After the three months are up, unless you cancel the subscription, a direct debit will begin taking subscription payments out of your bank account every quarter.
And so on Im sure you can think of many more instances.
Forced Continuity Evil?
Ive used these three examples because one of the comments you are likely to hear from some quarters over the coming weeks and months, is that forced continuity is inherently wrong and unethical (and maybe even illegal).
You will, of course, draw your own conclusions, but most people will look at the above instances of forced continuity without seeing anything wrong with them.
In fact, I would guess that the majority of people are already paying for something through a forced continuity scheme. If you pay your rent, or utility bills through a standing order or direct debit, then you are, by definition, experiencing forced continuity.
So whats the problem?
Why have some marketers, in recent times, been so quick to condemn forced continuity?
by: David Congreave
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