The Valiant 3D cover in exchange for non-returned books is a great idea. Our order for Unity #1 was pretty big, 1000 copies. We kept most of them to get 3D covers which we pre-sold to cover costs. That made the books pretty much free. So we were trying to figure out a promotion to use them to get more people to read Unity.
Well, we also ordered a lot of Unity #2 and #3 (70% and 50% of Unity #1 orders) to make them returnable too (why not, right?)
The promotion we came up with solves a lot of problems.
We are giving out FREE UNITY #1 to any customer who wants a copy, with a coupon inside (attached) that says :
If you like this Unity #1, bring back this coupon, Buy Unity #2 and get a FREE Unity #3.
It's a great way to get people to read #1, and if they like it, a great incentive (BOGOF) to get up to date. Now that they have read 3 issues, hopefully they are now a regular reader of that book, and everyone wins. And I don't have to return as many #2s and #3s.