http://www.writingwhitepapers.com/blog/2006/08/21/value-of-free/ Everything about writing and marketing white papers Thu, 17 May 2012 02:35:28 +0000 http://wordpress.org/?v=2.3.1 http://www.writingwhitepapers.com/blog/2006/08/21/value-of-free/#comment-64 Michael Stelzner Wed, 23 Aug 2006 05:26:04 +0000 http://www.writingwhitepapers.com/blog/2006/08/21/value-of-free/#comment-64 David and Bob - What is really funny is that a FREE something is often rather inexpensive when the consumer sits down and really thinks about it. For example, those 50 downloads at eMusic might have only a value of $50 to the consumer. Can we really be bought for so cheap? Persuasion theory says YES, absolutely. Back in my grad school days I studied theories of persuasion. Ever been to a car dealership and they offer to BUY you a soda from the vending machine. That simple 50 cents to a $1 spent by the salesperson creates the feeling of obligation on behalf of the consumer. The result is they will give the salesperson more of their time and feel obligated to return a favor (i.e.; make a purchase, tell a friend, etc.). There is something powerful in free. - Mike David and Bob - What is really funny is that a FREE something is often rather inexpensive when the consumer sits down and really thinks about it. For example, those 50 downloads at eMusic might have only a value of $50 to the consumer. Can we really be bought for so cheap? Persuasion theory says YES, absolutely. Back in my grad school days I studied theories of persuasion. Ever been to a car dealership and they offer to BUY you a soda from the vending machine. That simple 50 cents to a $1 spent by the salesperson creates the feeling of obligation on behalf of the consumer. The result is they will give the salesperson more of their time and feel obligated to return a favor (i.e.; make a purchase, tell a friend, etc.). There is something powerful in free. - Mike

]]> http://www.writingwhitepapers.com/blog/2006/08/21/value-of-free/#comment-63 David Polley Wed, 23 Aug 2006 02:44:34 +0000 http://www.writingwhitepapers.com/blog/2006/08/21/value-of-free/#comment-63 When eMusic started, they gave away 50 free downloads for trying their subscription service. Their niche is music on independent labels, but a niche isn't good enough. They needed an outstanding offer to compete in the big leagues. Me, I took the bait. Since then, they've expanded their indie catalog to include better-known acts. Trial subscribers now get only 25 downloads. But members get 50 for referring their friends -- people who are much more likely to stick around after the honeymoon. I love it! When eMusic started, they gave away 50 free downloads for trying their subscription service. Their niche is music on independent labels, but a niche isn’t good enough. They needed an outstanding offer to compete in the big leagues. Me, I took the bait. Since then, they’ve expanded their indie catalog to include better-known acts. Trial subscribers now get only 25 downloads. But members get 50 for referring their friends — people who are much more likely to stick around after the honeymoon. I love it!

]]> http://www.writingwhitepapers.com/blog/2006/08/21/value-of-free/#comment-62 Bob Bly Tue, 22 Aug 2006 23:33:55 +0000 http://www.writingwhitepapers.com/blog/2006/08/21/value-of-free/#comment-62 On the contrary, free offers can work wonderfully for targeted marketing efforts, provided the free offer is appropriate and relevant. White papers are a great example of a free offer that works for niche markets like network administrators. But if you offered those same network administrators a free iPod in exchange for inquiry, you'd get poor lead quality: people who just want a free iPod, but don't necessarily have the problem your white paper and product address. On the contrary, free offers can work wonderfully for targeted marketing efforts, provided the free offer is appropriate and relevant. White papers are a great example of a free offer that works for niche markets like network administrators. But if you offered those same network administrators a free iPod in exchange for inquiry, you’d get poor lead quality: people who just want a free iPod, but don’t necessarily have the problem your white paper and product address.

]]>