Copywriting - Why Is Free The Most Powerful Marketing Word You Can Use?

Why Is Free The Most Powerful Marketing Word You Can Use?

As the famous cowboy Will Rogers once said, "Even if you're on the right track, you'll get run over if you just sit there".

So what does that have to do with "FREE"? Quite a lot really.

Firstly, business is a constant evolution - a process, you simply cannot remain still even if you are in the lead. You need to be constantly improving, constantly evolving and constantly looking for ways to differentiate yourself from the other guy.

Here's why:

There are essentially three types of customers:

? Type 1 was going to become your customer no matter what.
? Type 2 will never become your customer no matter what,
? And then there is Type 3...

Type 3 customers are sitting in the middle, they're on the fence. They need a little nudging - sure, some will require more nudging than others, but nudging will be required. Type 3 is your target market customer. Type 3 customers represent about 75% of the population so don't worry about missing out on the others.

Now, let's think about this for a moment. You do a great job. You offer fair prices, you excel at what you do and you advertise this. The problem often faced is that the bad companies can hire good marketing consultants and present that same great image - and type 3 customers know this.

Type 3 customers are naturally distrusting of the claims made, so you include proof and other objection defeating tactics and this of course works just fine. However, even with the proof, even with the objections all nailed down, there are still some folks who require "more proof", more nudging. The kind that says, "Don't tell me... SHOW ME!"

So how do you show them? That's easy; you give them a sample, a demonstration, a taster of just how great you really are. You offer them a chance to come and see for themselves - at no risk to them.

Now pay close attention here ? this is critically important. You're taking away ALL THE RISK so that they can "try before they buy". In other words... it's FREE.

The largest corporations do it. They've found FREE so successful they use risk reversal as often as possible, they even offer unconditional money-back guarantees too!

The strongest offers are always "try first, and if you like it then pay" and for you this might be a "Free oil change", or a "FREE tire rotation", or a "FREE 21-point seasonal inspection", or some other 'risk reversal' strategy.

With this lead generating, 'loss leader' strategy you're taking a big picture approach and you're buying customers by showing them what they'll get when they become paying customers.

Moreover, if any of your colleagues make strange comments, just remember, this is a risk reversal program. You are giving customers the chance to "TRY BEFORE THEY BUY".

In addition, if anyone says something like this to you, "Is this really the type of customers you want?" I'd say that sounds like a typical Type 1 customer comment (remember type 1's were already in your camp) and more importantly you should answer a resounding "Yes!"

Just because someone is skeptical, just because someone wants you to make it easy for them to try your product or service before they commit to you doesn't make them a bad customer or a cheap customer. It makes them normal. It's a bit like dating without all the embarrassing bits?

And when you 'trust' them with a 'free' introduction, the law of 'reciprocity' begins working - people will want to 'pay you back' for your trust in them. Remember, people only deal with other people they like and trust ? and this is a great way to start that relationship off on the right foot.

That is why "FREE" Is The Most Powerful Marketing Word You Can Use ? because it's all about - risk reversal.

AUTHOR BIO: James Burchill is a freelance marketing consultant and publisher. James helps people 'Sell more stuff, and make more money!' He also publishes informational and Internet products and his main website is http://www.JamesBurchill.com James' newest product shares his insights into the exciting world of freelancing on Elance at http://www.ElanceExposed.com

Created & Maintained by Empower! CMS Web Sites

Host2Sell Web Hosting | Emarketing Workshops | Site SEO Review | FREE Newsletter

| 1 | 2 | 3 | 4 | 5 | 6 | 7 |

10 Tips For Aspiring Freelance Copywriters
Every week I receive a couple of emails from people seeking advice on how to get into freelance copywriting. While there's no simple answer, and no answer which applies to everyone, there are a few tips which I believe will help most people make the move into freelance copywriting, and survive the first few months at least.1) Invest in a websiteThe best place for any freelance advertising copywriter or website copywriter to start is to fork out for a website. A website is invaluable because when you cold call and email prospects, you'll need to direct them somewhere that gives them more information. Keep your website simple, include a portfolio page, add any samples of any sort of copywriting you've done, talk about the places you've worked,...(related: Copywriting)

Custom Writing Services: Market Overview
Market identificationCustom writing services market is a sector of the e-commerce industry. Custom writing services are fee-based.Market sizeThe precise size of custom writing services market is unknown, though some rough estimate could be made. The number of competitors in the market approaches nearly 200. It is also known that around 30 percent of organizations in the industry have annual turnover amounting to $120,000 approximately, whereas other 70 percent have almost twice as low annual turnover. Total market size is estimated at $10,800,000 annually. The size of the market in relation to the economy is yet unknown.SegmentationSegmentation is the process of allocation of particular homogeneous sub-mar...(related: Copywriting)

How To Write Adverts That Forces People To Respond
Think for a moment some day and consider the kind of advertising you see in your post box, on the TV, on your computer, on the radio, etc. Then ask yourself this question, "Would I buy this or not?" If you say "No," then ask yourself why. If you say "Yes," then ask yourself why.Consider what is it that makes this advert attractive or what is it that this person's offer is deemed to be unattractive. By carrying out this exercise regularly you will be surprising ...(related: Copywriting)

Three Steps To Pump Up The Drama In Your Copy
All the world's a story. Video games have storylines; newspapers report stories; country music lyrics tell a sad tale.At a quick glance it would appear that fiction writing and copywriting are two mutually exclusive disciplines. But it just isn't so.Fiction and copywriting share the same heart: emotion.What's the goal for a fiction writer? I mean a slam-bang Harry Potter series type fiction writer? To write best-selling novels.And what's the target for a copywriter? To write best-selling controls, of course.There are three fiction techniques that can pump up the drama in your copy:

Imagery
Tension
Release

Let's look at the...(related: Copywriting)

Lapsed Donors: How To Write A Fundraising Letter That Wins Them Back
Your definition may differ, but I define a lapsed donor as someone who has not donated to your organization within the last year, two years or three years. Donors who have not sent you a gift in over three years are not lapsed donors. They are former donors.Lapsed donors are valuable. Unlike strangers, they have supported you before. And they believe in your missio...(related: Copywriting)

11 Things You Must Know Before Hiring A Copywriter!
If you're considering hiring copywriting help for your next brochure, Web site, or marketing project. Congratulations! You should get great results if you hire a pro to do it right.Many business owners and marketing professionals have valid co...(related: Copywriting)

Promote Your Business And Get Paid For Doing It!
How can you gain credibility and exposure for you and your business, reach a motivated audience, develop a far-flung network, hone your presentation skills -- and get paid to do it?Many writers, artists, speakers and entrepreneurs have found an answer: they teach classes in adult education programs.Adult education is big business. In the new century, "change" is a hot topic and learning ...(related: Copywriting)

Making Your Purpose Your Business Step #4 - Organizing & Developing Online Content
If you have done your homework then you are ready to organize and develop what will be your online content. Your content is very important as it will be used for promoting you, your work, and your website. Content serves a variety of purposes; it displays public relations, target marketing, and general information to build a platform for your product (your purpose).One of the main items that need attention would be your biography. If you are an artist or writer, you will get asked for this pertinent information every time you make a submission or apply for competitions. Your biography is an essential piece of information that often can get viewed p...(related: Copywriting)

10 Eye Popping, Jaw Dropping Ad Copy Secrets
1. Use a hand written letter on your ad copy instead of text. Write the ad on a piece of paper, scan it and publish the ad on your web page. Adding a personal touch will always increase your sales.2. Publish a list of famous and resp...(related: Copywriting)

Hey, Client, This Is Me! Sell With Your Writing Voice
In a crowded market, clients will be seeking personality as they read what you've written -- they'll click right past pages that feel "been there, read that." They're looking for a voice that says, "Hey, client, this is me!"They want to know not just what you deliver -- but how. ...(related: Copywriting)