In marketing terms, people are attracted to the words FREE and NEW more than any other words. Why does this happen?
When I see the word FREE these days, I must admit I am attracted to read further. I am, however, immediately on my guard because so many marketing attempts these days are aimed at getting your attention, getting the FREE gift or what have you, and then selling you to death thereafter.
How many times have you received a phone call at dinner time from someone wanting to offer you the chance to attend a FREE wealth creation seminar? How many times does that turn out to be an introduction to something else entirely different altogether?
Lots of times, right?
So why do will still respond to the word FREE?
There are two reasons:
1. The word implies there is something in this for you
2. There is an inherent mystery attached, which drives your curiosity bone crazy.
The implication of something in it for you is obvious, however, the mystery is not something you may have thought about. The main mystery this invokes is “Yeah, but what is the catch??”
You, as the reader, are almost compelled to investigate further to find out what the catch is. So, you read on in a sceptical frame of mind to find out what that trick is.
The phrase “obligation free” (quote, consultation, whatever) is another one I really like to hate. There is always an obligation of some sort, no matter if it is expending some time, sitting still so the sales person can speak to you, being at a certain place, and so on and so on.
NEW or IMPROVED is another of those of those marketing devices that is used over and over again, and you would expect us to see through it, but we are still compelled to read on and discover what is behind this mystery and if it really is something new or not.
Sometimes, the NEW and IMPROVED is simply describing the new artwork on the packaging! (But the vendor fails to mention this fact). So, the consumer buys it, and is expecting an improvement, and quite often convinces themselves (placebo effect) that there really is an improvement. The marketeers in these companies are relying on the fact that most customers are not chemical engineers!
I am not saying that you should not use the terms NEW, IMPROVED or FREE. By all means, use them because they still rivet most people’s attention. But please be different. Recognise that the person is sceptical, and guide them the rest of the way using the appropriate language, e.g. call today to obtain your ALMOST FREE copy of the Idiot’s Almanac.
(It is almost FREE because you need to GIVE US your address and contact details, so if you are willing to do that and let us send you advertising material for other things in the future, we will be happy for your business.)
There are no free lunches, but I hope you can use this FREE article. | 
