Moving the free line
March 17, 2008
Have you ever received 30 days free service for something or other? Did it make you more comfortable to know that you could try it out before being asked to pay? Giving away something of value to your customers is a great way to build trust and move them closer to a sale. When you do this it’s called “moving the free line.” This valuable free content lets them know that you can deliver on what you say when it comes time for them to write check for your main service.
The psychology behind “moving the free line” triggers several powerful reactions deep inside your prospects brain:
1) Reciprocity- When people receive value, they feel obligated offer some sort of return. You delivering answers to their questions will in turn make them feel obligated to buy from you when the time comes.
2) Social Proof- Your prospects are going to see all of the other people that you have helped and feel comfortable that their collective wisdom assures them a level of safety when working with you.
3) Repetition- People become comfortable in patterns. When they develop a pattern of depending on you for knowledge and you consistently deliver; then you become their preferred choice.
4) Scarcity- If you are giving away lots of great free content and your customer base grows because of it, then there becomes are scarcity of your time and people desperately want what they can’t have.
Moving the free line is a powerful way to grow your client list and work them into a frenzy because you are reaching their deep seeded psychological triggers in ways your competitors can’t even imagine.
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