Thursday, January 30, 2020

Value Nurturing -- A New Edition of Anne Janzer's "Subscription Marketing"

Anne Janzer is continuing to nurture the value offered in her classic book, Subscription Marketing -- a Third Edition was just released (with a special offer of the Kindle edition for just 99 cents through February 7).

Her subtitle is "Strategies for Nurturing Customers in a World of Churn" -- that to me is the heart of subscription businesses -- and of my related work on FairPay.

As she puts it:
Subscription Marketing is two-way communication between your company and customers in a subscription relationship, with the purpose of sustaining the value of that relationship for both parties.
While this book focuses on marketing after the sale (which I call value nurturing), those activities are part of a broader shift in the marketing discipline. Subscription marketing is marketing with a long-term perspective. It’s changing your mindset to focus on the relationship rather than revenue alone. It’s looking beyond lead generation to cultivating both trust and value, before and after the point of conversion.
Anne's new edition focuses more deeply on how that mindset is critical to success. Additions include:

  • "a new chapter on trust and value -- the true marketing imperatives of the Subscription Economy"
  • updated and expanded examples of value nurturing
  • new chapters on startups, small businesses, and large, established businesses.

Anne and I are in full agreement on the vital importance of value nurturing. Several years ago she wrote a very nice review of my own book on FairPay, where she observed:
In many ways, the FairPay pricing model is the perfect complement to the practice of value nurturing outlined in Subscription Marketing. Organizations that adopt a FairPay pricing must work hard to nurture the customer’s perception of value, both within the solution and beyond.
Her book has been the perfect complement to mine -- with far more detail on the basics of that mindset, and the practice of value nurturing. Drawing on her background as a professional business writing consultant, Anne's new edition expands very nicely on that.

If you want to succeed in a subscription business, you should read Anne's book carefully. If you want to do more than succeed, read her book and mine.


  1. Thanks for this thoughtful review, Richard. As you said, the Fairpay pricing model can reinforce this sense of trust and value perfectly. Its time has come!

    1. Great Article Cloud Computing Projects

      Networking Projects

      Final Year Projects for CSE

      JavaScript Training in Chennai

      JavaScript Training in Chennai

      The Angular Training covers a wide range of topics including Components, Angular Directives, Angular Services, Pipes, security fundamentals, Routing, and Angular programmability. The new Angular TRaining will lay the foundation you need to specialise in Single Page Application developer. Angular Training

  2. On-page Search engine optimization refers to the optimization of personal WebPages for higher ratings in the SERPs hiring them. find This includes improving the better visible elements of a webpage for example images and content plus the much less evident aspects like Meta tag.

  3. Hello There. I found your blog the usage of msn. That is a really well written article. I’ll make sure to bookmark it and return to learn more of your useful information. Thank you for the post. I will certainly return. face mask Singapore

  4. It's a pity you don't have a donate button! I'd certainly donate to this fantastic blog! I suppose for now i'll settle for bookmarking and adding your RSS feed to my Google account. I look forward to new updates and will share this website with my Facebook group. Talk soon! tactical gear

  5. Hi there just wanted to give you a quick heads up. The text in your article seem to be running off the screen in Ie. I'm not sure if this is a formatting issue or something to do with browser compatibility but I thought I'd post to let you know. cheap eyebrow embroidery Singapore

  6. What your saying is fully true. I know that everyone should say the similar matter, but I just feel that you put it in a way that every person can fully grasp. I also love the photographs you put in right here. They suit so nicely with what youre trying to say. Im guaranteed youll reach so a lot of people today with what youve obtained to say. 먹튀

  7. This Just In: LeBron James is dropped from Nike and Picked up by SKETCHERS… new LeBRon James Shape UPs on the way!|tonydavisthedj| 먹튀

  8. I am often to blogging and i also truly appreciate your site content. The content has really peaks my interest. I am about to bookmark your blog and maintain checking for new details. 먹튀