The most powerful word in marketing


In the app store is a relatively new productivity app for iPad that’s that’s getting rave reviews. Judging by their comments, people love what it can do, especially compared to the competition, but what they really love is that it’s free.

They gush. They praise. They can’t believe their good fortune in finding an app that does everything the competition does, arguably better, and doesn’t cost a cent.

By the way, the competition cost less than $10.

Some people said they don’t want to pay for an app. Some said the competition is too expensive. Some said they were broke and can’t afford it.

I don’t care how broke you are, you can afford $10.

Let me put it this way, if you can afford an iPad, you can afford to buy a $10 app. Especially one you just said is ‘perfect’ for you.

Alas, people get hypnotized by the word ‘free”. It’s almost irresistible, as in, “I have to have it.”

I’ll bet someone reading this right now wants me to identify this app so they can get it post haste; some of them don’t even own an iPad. (The app is CollaNote. Check it out if you like to take handwritten notes).

The lesson is that “free” is a powerful word (and concept) and you should use it in your marketing. Find or create something your target market wants and give it away. And use the word liberally in your content.

You’ll get more traffic, more subscribers and followers, more leads, and more clients.

But a word of warning.

There are people who won’t hire you or do anything that’s not free, no matter how much they need your help.

Don’t worry about them. They don’t take up a lot of space. And who knows, maybe things will change for them someday, or maybe they’ll tell people about you and they’ll hire you.

But there are also those who can pay you but have been conditioned to wait for the free (or discounted) offer.

You can’t play that game. You can’t give away too much, or do it too often, and expect people to pay full retail.

A good rule of thumb is to give away content (unless you sell this) but not your time. (If you offer free consultations, or entry level free services, put limits on them).

Yeah, that’s free advice. Don’t get used to it.

The Attorney Marketing Formula isn’t free, but it’s worth it