Ah, this four-letter word carries a lot of clout in your catalog’s copy.
Like a magnet, it pulls readers to it, excited to learn how to acquire the “free” stuff.
But prospects soon realize that, alas, free really isn’t free, it’s conditional. And to some, this might be considered a copout once they realize that the free offer has terms.
But to others, specifically, prospects who find the “free” conditions agreeable, they’ll still feel the offer is a great deal.
So, a suggestion: Next time you’re championing your free deal, try spelling out the conditional free terms right up front - “Free when you…” – rather than putting an asterisk next to Free and requiring your customer to go looking for the fine print.
This way, you can retain your customers’ confidence and gain their appreciation for clarifying your “Free" offer.
Suzanne Quigley - Copywriter