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"FREE" is the Strongest Word in Marketing

In a Proctor & Gamble test, a FREE sample offer beat a price discount and a rebate offer three to one. Why? Because customers don’t have to do anythng for a FREE sample. They just send in the card.


With the rebate, they have to submit a receipt. With the discount they also must make the purchase up front. In both other offers, the customer must spend money before experiencing the product. A FREE sample allows them to experience the product before risking their money. Once you have their name and address, you can aggressively market to specific prospects on the back end.

FREE is still the strongest word in advertising. NEW is the second strongest word.

 

Jim Ackerman is a nationally renowned speaker and author of the book, "How to Get More Customers Who Will Pay You More Money, More Often." He is President & CEO of Ascend Marketing and the Alliance Group. You can reach him at jimack@ascendmarketing.com.

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