The Value of Free

Some people are drawn in by “free.” I’m a little wary of it. There’s something about “free” I just don’t trust. I always want to look it over — really carefully — to make sure there’s not a catch.

How much do I have to spend to get that “free” thing? Where do I have to go? What’s it really worth?

If you look close enough, “free” usually isn’t worth it.

But there are times when “free” has a lot of value — real or perceived. Have you ever been to a sporting event where they bring out those T-shirt cannons and start shooting T-shirts into the stands? People knock each other over to get one of those “free” T-shirts. They just spent over $100 to go to the game, and they could buy a better T-shirt for $5, but they’ll nearly kill each other for the crummy promotional shirt being fired at near-lethal velocity in their direction.

(By the way, if you want to give me an early Christmas gift, I’d love one of those T-shirt cannons!)

Those T-shirts are one example of when “free” isn’t really free … but it works. The “free” element and the competition for the shirts fire up the crowd and make them glad to be there even if the game is terrible.

What would happen if someone walked into your tackle shop and you gave them a bag of soft plastic baits before they could even start shopping?

I’m not talking about bargain bin lures; I’m talking about the hottest soft plastic lure in your store in the top-selling color. What would happen?

I can tell you that if you gave them to me I would feel absolutely obligated to buy stuff —and not just a little bit of stuff. I’d feel obligated to buy enough that you would easily cover the cost of the plastics several times over.

I’d feel indebted to you. I’d feel grateful, and I’d want to reciprocate by doing something nice in return.

Of course, not everyone would feel that way, and not everyone would buy enough to cover the free item, but I think most would, and I think it would cause them to sit up and take notice of you and your shop.

Now what if you added an element to the giveaway? What if you not only gave me the baits, but explained that they were the hottest thing on the lake in the hottest color, and that if I’d just rig them in a certain way using a certain hook, line and sinker (show me; don’t just tell me) and fish them in a particular area, I’d be well on my way to a great day?

Well, now you’re talking! Now I’m not only indebted to you for the baits, but I need to buy the hooks and line and sinkers so I can go out there and put your advice to work. You’ve invested in me; I’m going to invest in you and your store. There’s an exchange going here!

“Free” can be very powerful, but it needs the right context, the right message and the right messenger.

Will the kind of “free” I’m talking about work in your store? I can only tell you that it would work on me. “Free” would be the bait that could take me hook, line and sinker.

A rising tide lifts all boats. Let’s be that tide.