The four-letter F word that makes your brand sound cheap

Let’s look at, by far, the worst four-letter F-word you can use to market your premium or luxury business, especially if it’s a Luxury Villa, Hotel, or Restaurant.

This four-letter F word is F-R-E-E

Marketers use the word “free” so often that it has nearly lost its power.

More than that, whatever follows the word “free” is automatically cheapened in our minds.

It focuses the conversation on price which is what you should avoid. Perhaps, if your brand is in the Premium or Luxury segment, then your customers, are not interested in the price, but rather in the experience you provide.

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The danger of FREE

Indeed having something for free will attract more people. Actually free is even listed as one of the “5 Most Persuasive Words in the English Language”. But using this word will most certainly attract a fair share of “bargain hunters” who aren’t likely to turn into the superstar customers that really grow your business.

If you are overusing free as your primary marketing strategy, it could backfire.

You might pick up some customers who want a free stay/lunch, but who will never turn into paying customers. Or who will never wish to buy from you at full price.

Researchers estimate that we communicate around 5,000 marketing messages per day. Interenet users, with time, have developed a pretty good BS meter.

FREE is one of the words that sounds the internal ad radar alert. People ask, Why? What’s the catch? What are you trying to sell me? You can’t get something for nothing! And It’s a natural human reaction. Why is it so cheap? Is there a problem?

But what to do, if you want to get some attention, or offer something extra to your lovely customers?

Well, the problem is not in the act of offering something for no cost, but in how the information is provided to the customer.

Luckily there are a lot of different words to describe that something is free, without sounding cheap or suspicious.

What to use instead of FREE

At no cost / at no charge
On the house
Complimentary
Costless
Without charge
As a gift
Cost-free
Giveaway
Included (in the rate, in the set, etc)
Extra

Examples

Cheap	Premium
Burgers with free french fries	Burger combo with french fries (included)
Free lemonade for kids	Kids drink lemonade at no cost
Hotel with free airport transfer	Hotel with complimentary airport transfer

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