For as long as I’ve been working with business owners, I’ve preached and preached about the dangers of “giving it away for free.” My mantra is “if you don’t value and respect your work, no one else will, either!” I’ve had to talk to many clients about continually offering free consultations, free services,and free products in an unwise and unproductive effort to lure people to become customers. The vast majority of the time it does not work – in fact, it teaches people to wait for the freebie, or the discount, or the bargain. (See my blog post Setting Your Price and Getting It“).
Now, research has shown that using the word “free” doesn’t engage your potential customers. Freebie seekers are just that – after resources that don’t cost a thing. The more you feed freebie seekers the more they will show up for more – and you will train them to keep doing exactly that! So, what to use instead? The research shows that the word “new” actually engages potential customers more than the word “free.” Try replacing the “f-word” with “new” and see what you get – my bet is that you’ll get money, which is the point of your business, after all!
(Thanks to Penny and the staff at amarketingexpert.com for pointing out the research on “new.”)
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