Jesse Willms: How The Word “Free” Can Ruin Your Company

I have one rock solid rule for all of my Internet marketing efforts: Never use the word “free” in any ad or promotion whatsoever. I know this goes against what people think are the “rules” of marketing. Heck, any time you read a book by a so-called “marketing guru,” the first thing they tell you is that “free” is a powerful word that will motivate customers. However, I disagree. Nothing in life is free, and most potential customers know that. In fact, most people don’t want free products. It makes them feel cheap. Instead, they want to buy something they consider valuable that they can show off. Think of it this way – people perceive things based on their expectations. When someone pays $150 a ticket to see a famous band in concert, they almost always have a good time, because they expect to. After all, if the tickets are expensive and hard to get, then the band must be... more »