How Much Is 'Free' Worth?
The tone throughout the letter is pure confidence, and why shouldn’t it be?
Providing free content is great because it’s a nice thing to do. Done often enough, you can position yourself as an authority. But the added value that Morningstar talks about, like cutting through clutter, and curating what their experience tells them is important to clients at a more individual level, bring credibility and trust to a whole other level.
A lot of direct mail and email I read every day actually hits on a lot of this, whether it’s an insurance agent talking about his extensive training, or a telecom provider promoting the exclusive programming it carries.
It’s like the difference between doing your own electrical work, or hiring a professional to do the job after you’ve done your due diligence. You not only get the desired result, but you get structure, support, and accountability that come along with it.
Yes, information can be free. But education is priceless.