There are so many messages today that businesses want to get across to their market, concepts of how to covey those messages through advertising, and mediums in which to broadcast them that it boggles the mind.
But, whether you’re running online banner ads or dropping leaflets from a blimp, there are a few basic concepts that have been around since Goodyear first launched its fleet of dirigibles that are as effective now as they were then. (FYI: It was 1912 when Goodyear started flying their logo, and at that time, it was more of a balloon than an actual blimp.) The concept? Emphasize the word “free.” Make it bigger than the surrounding text if you’re advertising in print; make it bold; make it a different color, uppercase the whole word.
FREE
Or, in broadcast advertising, say the word several times. Say it louder. Add affect. Why? Because everyone likes free stuff. That’s why you take that “Bob’s Discount Motor Lodge” tee shirt even though you have 100 tee shirts already that you never wear. That’s why convenience-store chain 7-Eleven nearly doubles sales the day of its anniversary when Slurpees are free and customers end up picking up an unplanned extra this or that. Heck, there are multimillion-dollar companies based solely around the pens, mugs, key chains, refrigerator magnets and about 1,000 other promotional products that businesses give away every day—for FREE. You can also convey “free” buy saying “don’t pay a penny” or “send no money,” but “free” says it all and it’s succinct.
Of course, in order to be able to incorporate the word into your advertising and make use of its magic, it’ll cost you. But it doesn’t have to cost a lot when you consider the potential upside. Sure, that frozen corn-syrupy goodness that 7-Eleven gives away each year, the tiny promotional paper cups, and the extra labor needed to cover the increase in customer traffic all costs money. But what the company realizes in increased sales for that day alone—never mind the publicity realized from the event, which leads to future Slupee and impulse-item sales—is remarkable.
Simple enough, but it works. If you don’t already, consider incorporating the concept into your advertising campaign, but remember where you got the idea. From us, Ryan William’s Agency. And no need to break out the checkbook. This one is free.
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