New subscribers are asked to send back a postage-paid card to confirm the start. In a small town every subscriber is important, and Moseley wants her staff to recognize that. And keep smiling as you talk. The caller will hear that smile in the cheerfulness of your voice. A smile on your face is absolutely essential to sounding pleasant and helpful.
Smiles can work wonders in other kinds of human contact, too.
At least it shows the other person that you are basically friendly and wish him or her well. That's the good news. If it has to be followed by bad news, so be it. The pleasant approach will improve your chances of an attentive hearing and constructive reaction. Everyone ought to use it more often.