The Most Powerful Word In Marketing
Rick Gee, July 9th, 2009 The more things change, the more they stay the same. Despite the advent of modern marketing and advertising vehicles like infomercials, email marketing, blogs, website banner ads, pay-per-click advertising and Web 2.0 social media sites, the most powerful word in marketing is still “free.”
In today’s economic climate, consumers are looking for deals. Creatively using the word “free” in your marketing and advertising will still drive response and purchasing.
Of course, you can’t simply give away your product and stay in business for very long. But you can offer certain things free that add value to what you are selling, capture new buyers and retain current customers.
Here are a few creative ways to use the word “free” in your marketing:
• Buy one, get one FREE – this old standby still works and is more profitable than offering a 50% discount on a single item
• FREE trial size – Give away a smaller version of a product or service to persuade prospects to try you out. If the product or service delivers, larger orders will follow
• Use it FREE for 30 days – This is a form of risk reversal. You the seller assume the risk and the buyer gets to sample your product. Will it increase refunds? Yes. But so many more people will try the product, it results in more sales and higher profits
• FREE details – A great way to build a list of interested prospects is to offer FREE information in the form of a report, white paper or website. Then you can continue to market to these prospects who have indicated interest in what you offer.
• FREE introductory class or manual – If you sell a product or service that has a bit of a learning curve, offering a free “quick start” course or manual will make the customer feel more comfortable and more likely to buy
• FREE unadvertised bonus – Throw in something of value with purchase that the customer is not expecting. This is a great way to build value and increase customer loyalty
In the examples above, you probably noticed that the magic word FREE appears in all-caps. You should do the same when using the word FREE in your advertising and marketing. It stands out from the rest of the copy and draws attention. After all, this post is FREE and so is the blog on which it appears!
Categories: Marketing Tips
4 Reader Comments
My biggest Marketing Challenge believe it or not is dealing with negative ppl within the company. I consider them a challenge & I love a Challenge! =0)