Free can attract.
And attract well.
See this two stage attraction and conversion?

Stage 1: When Lynda.com offered me a free trial (Yeah, I know it sounds so simple)

Stage 3: Now I’m on their list–and they’re selling.
So where’s Stage 2?
Stage 2 was the consumption stage, right? So they got me to ‘consume’ for seven [...]

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Ok, so you’re high on ‘consumption.’ But do you understand what it means?
Suppose you’re a web-designer and the client asks you to make a change on the website, and you say: “Nope, won’t do that. You’ve got to learn how to do it all yourself, Ms.Client. You’ve got to consume.”
Ok, just for the record, that’s [...]

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If there’s one thing that’s impossible, it’s trying to achieve the impossible. Ok, so I’m babbling, but consumption enters the realm of the babble-zone. Consumption is when you’re trying to get the customer to ‘consume’ what they’ve purchased. While in theory, that ‘consumption’ is none of your business, in reality it is.
Firstly, customers don’t always [...]

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The world of marketing says: It’s not your business, if the customer doesn’t use your product/service. Your job is to attract, and to get them to buy. You can’t control what the customer does. I disagree. I’m saying it’s your business to get customers to consume. If not all your information/services, at least a chunky [...]

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We all know that as compared with attraction and conversion, consumption is way harder. And yet it’s possible to create consumption–sometimes well over 100% despite changing very little.
In this simple case study, you’re about to see below, nothing changed.
The content didn’t change.
The training material didn’t.
The trainer stayed boringly the same
The duration of the course [...]

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So you’d think a free offer would like to a free offer, right? No it doesn’t. And then business scratch their heads, and wonder why things don’t work.
What I’m saying is this: Attraction can work prettttttty well. And then you play goof-ball with conversion. And completely avoid the customer from consuming your offering.
Why is it [...]

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You’re at Emile’s
This isn’t just a restaurant.It’s Emile’s on 545 South, 2nd Street.
You’ve been dying to get to this restaurant forever. You’ve read all the glowing reviews. The food they say, is ‘exquiseet.’ The [...]

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Go to a pond where you can visibly see a lot of fish. Take a stone and throw it in the water. Notice what the fish do? Yes, they race towards the stone in anticipation [...]

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