When it comes to killer marketing, the Kennedy Glazer folks are usually at the top of the list. And when it comes to “lost” customers, it’s no exception.

I let my subscription to the No BS Marketing Newsletter lapse a few months ago and recently received a 6 x 9 envelope touting the No BS Insider’s Connection–a free monthly publication for former members.

Like the regular paid newsletter, it starts with the usual Dan Kennedy rant (love him, hate him–personality sells) until the final paragraph, which says:

The bell has rung. Stop stalling and get to class...oops, you can’t come with 25,000+ serious students, ‘cuz you’re a DROP OUT! Before the truant officer arrives, you can fix it and reconnect with GKIC — “The PLACE for PROSPERITY.” Just visit… (special URL). In the meantime, enjoy the Cliff-Notes version of what’s happening on campus.

So let’s look at that one paragraph, which takes several swings at making you feel the error of your ways by…

• Issuing a Kennedy-style rebuke, calling you a “drop out” — a phrase with all kinds of powerfully negative connotations for most people
• Leveraging social proof (the 25,000+ serious students) to make you question whether you made a wise choice and highlight the loss of the Glazer Kennedy network
• Reinforcing the idea that anyone who’s interested in being successful is a member of “the place for prosperity”
• Reminding you with the “Cliff-Notes” line that you’re missing out on so much more in the regular newsletter

Two more points worth noting–the newsletter also…

• Ties all this into the back-to-school theme he just discussed, so it flows naturally from the rest of the article without screaming “blatant promo ahead”
• Refers you to a website specifically for former members instead of the typical sales page

The rest of the simple, 4-page black & white newsletter goes on to emphasize the pain of disconnect by including…

• Highlights of the upcoming Info Summit (with again, a special website to sign-up)
• Details about the last two month’s Gold CDs that you would have gotten, if you were still a member
• A success story focused on the benefits of being a Glazer Kennedy chapter member
• Two article snippets and several teasers for other content you’re missing out on in the regular newsletter
• An invitation to see the sales letter exhibit for one of the articles for free at the reconnecting website

Plus there are two call out boxes driving you to the special website–with the one on the last page offering “your choice of $97 ReConnection Gifts.”

So they’ve managed to mix enough content to make it worth reading with a variety of calls to action…

While reinforcing over and over that this is just “a small taste of what members are experiencing” and that being a member = success.

How successful do you think they are?

I’d love to know how it converts…but I do know that ANY response is going to be higher than what businesses who don’t try to woo former customers back get.