Watch Out For “Forced Continuity Programs”
If you haven’t already, you will very often come across a product or service that is offered at an incredibly low “teaser” price, almost too good to be true. But what you really need to be watching out for, buried in that incredibly LONG sales page, or footnoted in the terms and conditions, is words that say to the effect that you are also opting into some kind of repetitive monthly billing for a related product. That billing, which usually kicks in 30 days later, or maybe even a few days, is what is being called “FORCED CONTINUITY”.
It is not to say the teaser product and the related product aren’t good, that’s for you to judge and for you to afford, but it’s a subtle sales technique designed to capitalize on : (1) getting your credit card or payment information in the first place for the teaser product and then (2) automatically billing the same information repetitively for what ever time period you inadvertently opted in for.
It also takes advantage of your propensity to speed read or skim these LONG sales letters, which usually are incredibly well written, with perfect eye catching ad placement and “click here to order” buttons every few paragraphs, even before you reach the end of the letter. The latter is a hint in itself !
From the Seller’s viewpoint, Forced Continuity is a wonderful income stream, rarely an advantage to the Buyer. In the hands of a predator or unscrupulous Seller, it can be a real pain to reverse the charges to your bank account, or even stop the process.
CD and Book clubs, membership sites, credit card services and other businesses often use this business model because people are inclined to “do nothing and every month we’ll automatically bill or ship you…” They are counting on people forgetting when the 30 days or whatever time is up, and you can be sure the time will slip by very quickly. The wakeup call, and usually the only forewarning notice you’ll receive, is when the automatic charge to your bank account or credit card appears. Murphy’s Law will tell you, it’s never at an opportune time.
Bottom line : take your time in reading sales pitches, Internet or even mailed to you. Think about this every time you take out your credit card, and look for those subtle and tucked away opt in words. Make it your decision to purchase and afford the add-on products.
