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Why ‘Free' Works

by Lynne Saarte

In every ad campaign, there is one thing that the marketer expects from the readers - to get them to respond to the ad. If not, then the marketing campaign is considered a failure.

The response to the campaign, be it flyer printing or even custom catalogs, is to have your readers either call you or visit your website. Some call-to-action also asks for a visit to the shop or to complete a form that needs to be returned to the advertiser. But most often, the response is a phone call from the readers.

The bottom line to any call-to-action in your custom flyer printing for example is to get your readers moving according to how you want them to. Your message in your flyer printing should have a compelling force that drives them to want to get up and dial your number to get your offer. And what do you think would make them want to do that? Offer something free.

That is right. The word ‘free' is the most compelling word in the dictionary that can overcome any apathetic and penny-pinching prospect to get out of their seats and make that call. It is the most powerful force in the language that can drive your readers to respond to your ad.

Although your ‘free' item may not be the best freebie in the world - it may not even be the latest Jonas Brothers 3D concert in DVD - but the thing is that you're encouraging your readers to pay you a visit or call your number because you got their attention with FREE. Especially when it is printed in all caps, FREE can compel your readers to act according to your will. It gives them a reason to contact you.

The word ‘free' in your flyer printing or custom flyer printing for example can make even your stingiest prospect to get in touch with you. Who does not want a freebie? And when you get them to call you, you can ask almost anything from them - that is, you can get additional information from them. From there, you can then qualify your callers according to whether they can be good prospects and those that do not really have a need for your business.

The good thing about getting something for free is that people in general tend to be generous with answering questions even when there is selling involved. They become indulgent to the salesperson on the other end for the simple reason that they do not want to lose their freebie. They would answer even the lengthiest of interviews just so they can have the gift. Not to mention that they are even happy and receptive to being questioned. Such is the power of ‘free'.

The key is to get your readers to make that call. When they do, it means that your marketing campaign, such as your custom flyer printing, worked. Even if it did not sell anything, just by having your reader to act according to your call is already a job well done for your ad. The ball is now in your court. The next step that your target clients take is up to you.

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