Friday, April 10, 2009


Lately I’ve been letting two magazine subscriptions lapse, unrenewed. The persistence of their subscription departments has impressed me. Between the two, I’ve had six or seven “last chance” notices. “Last chance” doesn’t mean last opportunity to keep the magazines coming. It means last chance to take them up on this or that special offer.

The appeal that came this week said “4th notice” in 12 or 14 point red letters at the top center of the envelope. Much larger letters in the lower right corner, white on a blazing red rectangle, said “LAST CHANCE.” Then below that in smaller letters, white on black, “for our BIGGEST Savings.”

The persistence of these folks impresses me. I’m sure they’ve done market studies to determine the cost effectiveness of continuing to send out all that mail. Obviously, they don’t want to lose even one subscriber. In ways I can well understand, they will be a little poorer without my participation in their publishing endeavor.

In this Holy Week we are reminded of the Good Shepherd who risked it all so that not one sheep need be lost. Meaning one soul. The big differences are that no one but the Son of God could pay so great a price, that the One making the offer is the One who paid it, and that Jesus heads up a non-profit organization. Here’s a persistent offer to which we must not turn a deaf ear.

~ Bert Johnston, author of Parson Campbell’s Breakthrough

1 comment:

  1. Great insight. I loved the way you used the magazine analogy to Jesus' persistence on us.