If you’re anything like me, you constantly receive emails and are targeted by social media posts that offer free trials, services, meetings and products. Of course, nothing in life is free, and so I always consider whether I want the ‘free’ item badly enough to exchange my email, telephone details or an hour of my time. Sometimes I do, and sometimes I don’t.
Most often the freebie is offered as a means of data collection, or as a door opening device with a view to obtaining a sale. And why not?
However, regardless of the size of your firm and the clients you are targeting, it’s always important to use the word ‘free’ very carefully. And there are a number of reasons why.
Sincerity: The word is used so often in relation to services that clearly aren’t ‘free’; and os it can sound insincere and just a little too salesy. This may be a bad thing for your brand if you are a service-oriented business.
Positioning: If you regularly use the word ‘free’ in association with your brand, it can set the standard for the rest of your services. And if those products and services are targetting clients with a high net worth, you should consider whether your target customers are actually bothered (or even interested) about a ‘free’ element. Many consultants offer a free initial meeting – but to many customers, this can simply devalue the advice given or their perception of the consultant they have approached.
Legal: There are strict guidelines from The Committees of Advertising Practice (CAP) on the use of the word ‘free’. For example, if there are terms and conditions that apply – then something is not ‘free’. More details can be found here.
So, if you use the word ‘free’ freely – feel free to revisit why you do this.
