Free for All: Employing the Classic Four-Letter Word
Direct response writers (and their readers) know that one of the most powerful motivators in the English language is a four-letter word. It’s the word “free.” “Free” nudges fence-sitters by eliminating risk. It rewards the deal-seeker in each of us. And it’s a tool for separating you from the competition. It’s also a faster read and more engaging than words and phrases such as “complimentary,” “at no charge” or “courtesy of.”
Free jumps out at you whether it’s in an ad headline, envelope teaser or call-to-action button on a landing page. You’ll find free in fundraising copy, as well as consumer and B-to-B marketing messages. And while it earned its reputation in direct mail, today’s most successful digital marketers also appreciate its power.