The word triggers the lizard brain.
It reaches into the impulsive section of your reader’s brain—bypassing rational thought.
It makes them read on.
It makes them sign up.
It even makes them buy.
But do you wanna know the truth about free?
It’s been abused.
So now it makes people skeptical.
It makes them ask what’s the catch?
And why shouldn’t they? There is always a catch. An ulterior motive. Companies don’t just give stuff away for the fun of it. They want something from me.
So how do you use FREE effectively?
Let them in on the catch. Be open and honest. Your readers will appreciate it.
They’ll respect it.
Don’t just give them a free eBook and sneak their name on your email list. They’ll resent you for tricking them.
Let them know it’s an exchange.
Let them know what to expect.
Ask them to sign up for your email list to get their free gift. Let them know you’ll be sending them weekly/monthly/random deals that you know they’ll love.
When you invite prospects down for a free tax consultation, let them know you are going to give them a no pressure sales pitch of some of the more advanced services you offer.
Whatever business you’re in, when you give away free stuff, address the skepticism. Be open and honest with your customers.
Great marketing doesn’t trick people—it persuades them.