FREE!  It’s the magic word that moves mountains – and consumers – in virtually every form of advertising.  Offer something FREE and you’ll entice more people to action than an identical offer without the magical “F” word.

Aside from the universal gratification of getting “something for nothing,” there’s a built-in risk reduction that makes it safe for consumers to try something new.  After all, not all brands have the universal appeal and marketing “advance work” of Coca-Cola or GEICO.  For brands with less equity, it can be difficult to “sell” an audience that has yet to sample their products or services.  That’s why letting them try it “FREE” outscores any other offer you might make to an otherwise uninformed or skeptical audience.

Free offers take many different forms.  All of them – provided they tout the magical “FREE” – can work to your advantage and generate sales.  Some of the more popular variations include…

A FREE Trial (usually a “no strings attached” offer, but often with a back-end marketing program in place to convert trial users)

A FREE, 30-day supply (often packaged as part of a continuity offer requiring a credit card payment to cover shipping and handling costs)

A Risk-FREE Trial (often structured so that you’ll pay for your free trial unless you cancel or return your offer)

Buy One Get One FREE (get two of the same for the price of one)

Buy This Get That FREE (get something else free when you buy the primary product; often packaging two complementary items)

But the fun doesn’t stop there.  There are FREE Memberships.  FREE Coupons.  FREE Discounts.  FREE Access to Information or Websites.  The higher the perceived value of your FREE offer, the higher your likely volume of leads, trials and sales.

Choosing your offer is generally a function of availability and affordability.  Structured and managed wisely, a FREE offer can put your product on the map and keep it there for years to come.

Mark Lipsky is the President and CEO of The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above. Visit our website TheRadioAgency.com