Writing White Papers - Latest Comments in The Persuasive Power of FREE, a Netflix example

Re: The Persuasive Power of FREE, a Netflix example

Dean Collins — Thu, 31 Aug 2006 11:39:52 -0000

You have to admit though that the Netflix concept is a pretty attractive proposal.

Apart from I'm curious how much of my monthly rental is going to shipping I'm sold.

Though it is a technology advantage only that they have. With Akimbo, dave tv etc it will only be a matter of time before the percentage of TV hours of on demand viewing strips the broadcast numbers away.

And with comcasts try at 'networked' dvr even more so.

Though you have to hand it to Netflix for trying new campaigns, this pre tv broadcast campaign is genius depending on the takeup rate
http://deancollinsblog.blog...

Cheers,
Dean@cognation.net

Re: The Persuasive Power of FREE, a Netflix example

Brad Shorr — Wed, 30 Aug 2006 10:37:13 -0000

Hi Michael, One place that's been using "free" the right way lately is Starbuck's. A few days ago they gave me a coupon for a free drink if I filled out an online survey. Next day--free cup of coffee. Then, a few days later, they gave me a coupon that profiled the South American grower who supplies their House Blend beans offered a free cup of it. Next day--free cup of coffee. Easy. Fast. Simple. Genuine.

Re: The Persuasive Power of FREE, a Netflix example

Michael Stelzner — Tue, 29 Aug 2006 15:56:42 -0000

Hey Chris - Good point. However, in most cases these days free means a free trial. After that you are locked into a monthly payment. - Mike

Re: The Persuasive Power of FREE, a Netflix example

Chris Cree — Tue, 29 Aug 2006 15:07:59 -0000

Michael,

I don't like when the "free" word is tossed about but in order to get whatever they say is "free" you have to purchase something else. In those cases the item offered isn't free - it's complimentary.

Free to me means I can walk in, grab the item and walk out without other strings attached. Right? Or am I just a little off my nut on that one?

Re: The Persuasive Power of FREE, a Netflix example

Michael Stelzner — Tue, 29 Aug 2006 10:59:19 -0000

Hey Brad;

Good point. When I started seeing a lot of frees, as a marketing guy, I looked for the fine print. Despite the many frees, there was plenty of other text that made it less noticeable to the untrained eye.

However, my offer did end up in the recycle bin. Why, because I only had 2 weeks to watch 10 DVDs. That part was kinda hidden in plain sight and over powered by the free offer.

Mike

Re: The Persuasive Power of FREE, a Netflix example

Brad Shorr — Tue, 29 Aug 2006 09:58:00 -0000

They say that "free" is the most persuasive word in advertising. That may well be true. Everybody is looking for a deal. But "free" can also arouse suspicion. Personally, I don't mind a cheesy come-on PROVIDED there is underlying value in the product or service. But I know a lot of people who can't get past the style of the message. They are wary of being sold. In your Netflix example, I'll bet a lot of people would see all these "FREE"'s and immediately conclude, "There must be a catch." Into the trash it goes.