Are freebies all that they seem? The following post explores the ‘power of free’ and why there are some offers that you should take a moment to consider before you dive in head first.
It would appear that everyone and their dog wants to give you something for free nowadays.
You land on a website and PING up comes an email subscribe box telling you that if you just give them your email address you will get a free ebook on how to make a million dollars in one day or get a booty like Kim Kardashian (if that’s your thing).
Or you walk around the shopping mall and hey presto someone in a gingham apron is offering you a free sample of something sugary and processed or the latest hand-reared by hipster hippies eco goats cheese.
That’s cool, I love goats cheese. Likewise lots of email subscribe offers do actually deliver something valuable straight to your inbox, and of course there are some great free newsletters out there too.
Don’t get me wrong, I love a free sample or give away as much as the next person. As for signing up to email newsletters, being a copywriter….I am addicted.
For example I love the free Kindle book samples, not quite the same experience as browsing through a book in a bookshop and getting the feel and weight and style of it, but it will do.I also like the free samples you get on some high end commercial flights. The top quality cosmetics and posh anti-ageing creams. Gimme gimme gimme!
But these examples are more luxury treats or simply ‘try before you buy‘ enticements. Which for me is fine.
However, I will be honest, some ‘freebies’ do irk me more than just a little. The ones that are obscure and intentionally vague about pricing and fee policies for one, or where the free part is somehow coerced upon you like those two for the price of one offers. Or BOGOF (Buy One Get One Free) deals as they are more commonly known these days.
Unless I really need two of something, then these offers can literally bog off too.
And whilst I am on the subject, I am also partial to a free trial. We all love a free trial don’t we?
But really, when we stop and think about it…are we actually getting any significant value out of the free trials where they don’t tell us the cost upfront and yet we still have to provide lots of valuable personal private data including sensitive bank details?
Let me tell you a secret.
Marketers think we do.
Especially in certain specific industries and sectors that spring to mind.
Otherwise, so the ‘conventional’ thinking goes, if you knew the price upfront you might just dismiss it straight away…so they lure you in with the seductive freebie offer.
Is it that they don’t think you will appreciate the real value being offered to you straight away so stall and delay giving the price to you until after they have had a chance to give you the hard sell. Or is it because they lack confidence in their own product or service?
Lets imagine for a moment you knew the cost beforehand and went along with the free trial anyway, knowing that at some point in the process you were gong to have to cough up if you wanted to continue?
Would it make a difference to your buying pattern?
Or would you allow yourself to be so wowed by the product or service, that after your free trial you really didn’t care what price you paid….you would see the great hidden value? Or maybe you would feel obliged to stay on, as you had been treated so well and the sales guy, well, he was so sweet and friendly and just doing his job.
You see, I personally think it is a little unethical and when it has happened to me has left a slightly nasty taste in my mouth afterwards, like the wool is being pulled over my eyes, it smacks of obfuscation and frankly shady smoke and mirror subterfuge.
Giving away something for free so you come back for more is not a new thing, it is clever but simple applied human psychological manipulation. Obviously as a copywriter I am not averse to using psychology.
But leading people into a compromising position where they don’t really know what they are getting into just comes across as sharp practice to me. A bit like the estate agent who tells you that you’d better put in an offer quickly as other people are very interested and you could lose your bid at any moment.
Of course not all freebies are mired in dishonest people trying to grab your money, but as a consumer you really need to understand that for businesses; free equals profit.
And as the old adage goes…there is no such thing as a free lunch.
What do you think?
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