The Lure of That *F* Word
Obviously, free has a powerful lure. Think of it – how many times have you gone out of your way for something free? How many free downloads do you have? How many free calendars do you have from local stores, and how many free key chains, free stickers, free candies, and so on? I still have free pens and T-Shirts I’ve received years ago, but just can’t bear to part with them. Sound familiar?
But free has a negative side on the Internet – frankly, there’s just too much of it. And the quality is often poor. And it isn’t targeted well. And it isn’t really free. And it can really cost you! These are all important considerations, so let’s look at each in more detail:
Too Much. There are whole sites devoted to free things on the Web – not to mention the free software sites. If you have something free, it needs to stand out, or it won’t, well, stand out. So unless the free item really helps promote your site or goals, consider not using it – or getting something better.
Poor Quality. What about a freeware software program – could be nice, right? Not if it wreaks your registry, adds spyware, doesn’t uninstall easily, is hard to use, or a myriad of other things. And a lot of software does one or more of these things. So if you’re a software developer and want to advertise with free programs, respect the end user, and think carefully about ease of use.
Poor Targeting. Imagine a free graphic of a beautiful sea coast. Now where and where not would you expect such a free download? On a software site? Perhaps if it offers screen savers, but what if it sells zip tools? Obviously, free is better if it is targeted more exactly. Again, it should emphasize your site, not distract from it.
Not Really Free. Ever seen a free download, and as you go to get it, you find you need to subscribe, or at least offer a name and email? A bit disappointing? I regularly refuse to download software that requires too much information, and I believe many others do, too. Free is that – free. These nearly free offers can be an excellent way to get newsletter or emailing addresses, but remember that if you ask for something, visitors will not consider it free. So expect a backlash if you emphasize it’s free, and then add a requirement!
These are important factors to consider. One more I’d like to talk about is that free often costs – big.
As an example, I’ve over the years offered free software on my other sites. Oddly enough, I would say the technical support I’ve given for these free programs is equal to or more than I’ve given for my ‘for sale’ software.
I often see forum postings from people offering free products. Free, useful – what more could anyone ask for? Yet after each new release of, a variety of letters appear, usually saying something like ‘I really like the new version, but if only it could…’.
I’ve never heard anyone explain adequately why this happens, but the end result is clear – unless you offer a quality free item, expect people to ask for more. And even then, expect to do more for them.
So what does all this mean for you? Think carefully about the free items you offer. Are they relevant to your product? Do they provide something useful? Are they a good reflection on your business? And is it going to cause people to ask ‘what if I could get more…?’
Free is a powerful tool. In discussing this, I don’t mean to sound negative (far from it – I still offer free products!). I believe free items generate interest, and are a great way for a company to stand out. Just keep in mind that free items are simply a tool towards your goal – acquiring and retaining customers.
Your clients want free (after all, who doesn’t), so it’s worthwhile to take the time to make sure that what you put out there is worthwhile – both for them and for you!
