image

Incorporate “Free” as a Tactic, Not a Strategy

Not long ago, a friend gave me a very expensive, made-to-order olive-and-purple coat that didn’t fit her correctly once it was made. Olive and purple makes my skin look gray, and the loose style makes me look like a box. But did I mention it was free? Despite the fact that I knew from the second I saw it that I would never wear it, I could not reject it. That is the power of free.

Businesses know the power of free: free razors to sell razor blades, free software trials, and free tchotchkes to lure you into booths at conventions and county fairs. Membership businesses are particularly sophisticated ...

Get The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.