Free is not Free!
Do you know what the most powerful word that elicits quick response in the marketing world is? We see it everyday; it’s the word “free”.
Just a word of caution though, this word is highly regulated. I mean, there are laws to ensure that this word is not abused. In fact, the Federal Trade Commission has been mandated to oversee how you can and cannot use that word.
The following is a review of rules that might relate to how you use this word for your advertising:
-
You only get to use this word for three times over a year with at least 30 days in between.
-
If the buyer must buy another article to receive the free one, she must not be charged more than the regular price for the second article.
-
If there is a catch to the word, an asterisk or a small footnote is not appropriate.
-
The word “gift” or “bonus” cannot be interchanged with the word “free.”
-
If you are in doubt about the use of the word, always your lawyer.
If you thought the word free is free for any use in your flyer printing or postcard printing then you are in for a surprise. This word, because it is the source of many complaints, is a regulated word. Often, business owners get into trouble because of the misuse of this word. Remember, ignorance is not an excuse so do not tell me I did not warn you.
