28 Apr '14, 10am

Free is powerful, but dangerous

Free is powerful, but dangerous

FREE is powerful, but dangerous April 28, 2014 • written by Amy C. Teeple “Free” is a very effective power word. It grabs your reader’s attention and may even convince him to take that next conversion step. However, if you use “free” incorrectly, it could cost you. Does “free” remove value? I recently witnessed the following scene. A 15-year-old boy uses color ink to print the informational page for a PC that he wants to buy (Let’s not kid ourselves – that he wants his mother to buy). The printed description has a picture of the computer, so the printer definitely uses some color ink. His mom sees the printout and says, “Next time, could you print something like that in grayscale so we can save the color ink?” The son replies, “But it’s the free ink that came with the printer. It didn’t cost us anything.” The discussion continued and it consisted mostly of his mom asking h...

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