“Oh look, honey, somebody is sending free money!” And indeed! Sometimes it happens. For example, I recently received a check from Melania Trump. Unfortunately, it wasn’t made out to me. The $45 was to be endorsed by the political party of her husband. Dang it.
Occasionally, we get an envelope with a crisp, new $1 bill tucked inside. This is an “incentive” gift encouraging us to multiply it many times over and support some charity. The smaller version of this comes from the March of Dimes which sends us—you guessed it—a dime.
We’re thankful for this free money. And we graciously keep it. Helps to pay for our coffee habit at Starbucks.
And then there are the address labels. I think at last count I have 8,327. Unfortunately, some company got my middle initial wrong so I now have 1,641 of those with an “R” instead of a “J.” But I save them. You can never have enough return address labels. Or note pads. Gobs of note pads.
’Tis also the season for free Christmas cards to arrive. Just received a package the other day. Useless. They’re from a respected charity—one to which I have previously contributed. Three of the cards say “Seasons Greetings.” One says, “Let it snow.” (Please, no.) Another has a quote, “The ornament of a house is the people who frequent it.” None of them said… “Merry Christmas!!” Watch my lips, “No moolah for you!”
The most extravagant freebie mailing came a week ago. It was from a national organization whose mission is “saving children and healing families.” I like that. To my recollection, I’ve never given them a dime. (Not even the one we got free in another mailing!)
Inside the 1 1/4 inch mailer was a treasure trove of un-requested items. There were eight cellophane wrapped Christmas cards. All but one offered true Christmas greetings. There were multiple calendars of various sizes. A crossword puzzle booklet was enclosed. More mailing labels. And…a partridge in a pear tree. (Okay, slight exaggeration.) I have never received so much free stuff to tempt me to give. But I resisted.
Why? Is it because I am a heartless penny-pinching heathen? I hope not.
No, it’s because all of these gimmicks—and that’s what they are—are intended to create an implied obligation. Since the organization has blessed me freely, perhaps I should pony up a return cash gift to say thank you. Plus, my name is now added to the Mailing Lists From Hell which are sold or traded among these groups. That’s why I keep getting offers to Mark “R.” Elfstrand!
Another mail manipulation is the so-called free shipping. It’s explained in the article, “The Email Strategy that Made $47K+ by Giving Away Free Stuff.” Here’s an excerpt. “There’s no denying the power of the free shipping campaign when it comes to getting new new customers…People love free stuff. It’s why so many companies have simply priced shipping into their items and then claimed ‘free shipping.’"
Here’s a twist. A small item is offered to a client’s email list for free. The customer just needs to pay shipping. Say it’s a $5 “free” item. You charge $10 for shipping and handling—$3 more than the cost. You get the profit on the item AND $2 bonus on the shipping. As the writer explains, “the psychological desire for free stuff fuels incredibly successful sales campaigns.” A mind game in which you lose.
Even that “free test drive” invitation from your local car dealer is a quasi-obligation incentive. The dealer and salesman know they’ve not only increased the temptation to buy, but you’ve taken up their precious time and used their vehicle to drive around. Don’t ya kind of feel like you owe them? Most likely, they do!
Not all incentives are evil. But all “great offers” are designed to move your mind toward something you may or may not have been thinking you need or want.
Manipulation. Watch out! The wicked witch is calling. “Come here, children. I have some free candy for you!” Riiiiiiight.
That’s Forward Thinking. Click on the link to the right to connect via Facebook.
You can find a number of YouTube episodes and podcasts of Mark’s program, Moving People Forward at https://www.youtube.com/channel/UCosyuBzdSh1mXIas_kGY2Aw?
For more information on the Elfstrand Group, please visit www.elfstrandgroup.com
Articles of interest: