My Sucky Email from Sucky Blockbuster

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Blockbuster is raising their fee for Online DVD rentals, and I am starting to HATE BLOCKBUSTER.

Here is the email I originally got from Blockbuster. I did not change anything, not even the bold words. There are a couple of great psychological tricks Blockbuster tries to use here. I’ll point them out at the end.

Dear Kevin, We hope you’re enjoying BLOCKBUSTER Total AccessT!

There are some changes to our subscription plan lineup that introduce a new pricing structure and new plans which limit the number of in-store exchanges. As a result, your current plan, Unlimited Online DVDs up to 3 at a time plus unlimited in-store exchanges each month for $17.99, is no longer available.We’d like to extend you a new plan that includes Unlimited Online DVDs 3 at a time plus up to 5 free* in-store exchanges for $17.99.

In addition, exclusively for BLOCKBUSTER Total Access customers, we have introduced in-store movie rentals for $1.99* per movie should you need more than the in-store exchanges included in your plan.

Your new plan will go into effect on your regular monthly billing date following November 1, 2007. If you do not select a new plan by November 1, 2007, we will automatically move you to the new BLOCKBUSTER Total Access plan referenced below as “Your New Plan”.

I’m actually quite impressed with the email, now that I think about it. I studied Psychology in College, and spent a lot of time on Advertising.

First, look at the entry line. It starts the email off in an upbeat and positive way. Blockbuster is trying to tell me that Blockbuster is my friend. My friend would never ever hurt me. (unfortunately, we all have a friend that wants to borrow money and not return it. I am starting to think that Blockbuster might be that type of friend)

Notice how Blockbuster carefully sidesteps the whole “you’ll be paying us more money and we’re going to give you less for that” issue. Instead, they helpfully tell me that they are “introducing a new pricing structure,” and will “limit” the in-store exchanges.

Words like “introduce” and “limit” are in my mind more balanced emotionally when placed together. For example, “introduce” is usually a positive thing. “Limiting” can be positive or negative depending upon context. If you asked anyone on the street how those words by themselves made that person feel, he might scratch his head and shrug.

They use the word “extend,” and the phrase “Your new plan will go into effect…” these words are designed to give the reader a little push toward continued membership.

Notice also that there is no mention of my right to cancel their plan. What if I don’t want their stinking Total Access plans?

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Related Entries:

1. My Response to Blockbuster: Getting Ready to Leave
2. Why I am starting to hate Blockbuster
3. Blockbuster seems to want to Steal my Money
4. Blockbuster Responds: Confusion Ensues
5. Blockbuster is Raising Membership Rates Again