I’m not convinced FREE works. So I decided to put my money where my mouth was.
And I dedicated 16 weeks of educating customers free to find that the only ones that signed up were those that had already paid.
Free is fine. It works.
But paying customers buy more. And it’s mainly because free customers don’t understand value. I’ve tested free extensively at workshops by giving away gifts free. I’ve tested it by giving away teleclasses free. I’ve tested by giving away complimentary articles and reports. And free speeches at the corner coffee house. And we tested in the US as well as New Zealand…And everytime we made customers pay, the results were better.
The more I’ve restricted the terms, the more people are eager to sign up. To give you an example: We closed our membership to 5000BC (our membership site). As a result we’ve had more people write to us directly, wanting to get in at any cost. These very people are hungry for more and they post more on the forum, they ask more questions and they’re more keen to buy products. I’m not convinced about free.
The customer is right. But doesn’t always understand the value when it’s free. Value between two parties is what makes a relationship a relationship.
I can’t agree more. Once I stopped giving free consultations to prospective clients, I found that the potential clients were more likely to show up on time, be prepared for our meeting, and retain me as their lawyer far more often then before.