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Sneaky (but effective?) marketing

Earlier this week, I got a package in the mail from Cooks Illustrated. I didn’t remember ordering anything from them, but thinking it was a random gift from a friend or family member, I was excited to see what was inside…

Upon opening it, I was thrilled to see the Best Recipes for 2008 cookbook! My elation quickly deflated though, when I read the “fine print” of the attached letter. As it turns out this was not a gift sent to me by some kind person, but rather a “free preview” of the book which I would have to return in the next 21 days or else be charged. Since I had purchased the 2007 cookbook, and since I was a subscriber to their magazine, I was labeled as a “Preferred Customer”. This apparently entitled me to benefits like this cookbook preview.

So, while I am offended that such shady and underhanded tactics were used to trick me into ordering this book, I suppose I will keep it, though I know not if it is because I’m just lazy or because I do want (and like) the product.