He said, “If it’s free, it’s for me!” quite frequently. So
much so, that, even though Johnny’s been gone almost 15 years, I still remember
that (“tagline,” if you will) when I think of him. And it makes me smile.
What is it about the word “free” that draws us or repels us?
Think of this: 1. You receive an email from an unknown source with the
capitalized “FREE” in the subject matter. If you’re like me, you immediately
consider it a scam, junk, someone trying to entice us so they can sell us later
on down the road. 2. You see a new app from your favorite restaurant. If you
download it, you’ll get a free chicken sandwich. Again, if you’re like me, you
download that sucker. Free food! Woohoo!
Chances are, if we own a device to download the app, we can
afford to buy the chicken sandwich. So what’s the big deal?
People do business
with those they like, know and trust. An errant email from an unknown source
breaks all those rules. I don’t know them or their business; therefore, there’s
no relationship to base on like and trust. If I get a similar email from a
known source, especially someone I have a personal connection with, I tend to
trust it. Oh, this speaker coach is providing free resources. Cool. I know they
also have products for sale and there will probably be a mention of them at the
end of the article, video, podcast or e-book, but I’m cool with that. I know
they aren’t going to share my email or scam me. That’s where the like and trust
comes in.
Three days after Chik-fil-a
introduced their One
App, over a million people had downloaded it. A million! In three days! (Yeah,
that makes me one in a million.) Obviously,
there is a lot of “like, know and trust” going on. Their brand is known for
reaching out to families, with their cow-costumed employees, Daddy-Daughter
Date Nights, and how employees treat each customer with respect. They make it
easy to like, know and trust their business.
So, here I am, Chik-fil-a app at the ready to “cash in” my
free chicken sandwich. And yes, those receipts stuffed in my purse? Free
sausage biscuits from Biscuitville from
taking their survey. (I like, know and
trust them, too!) Johnny would have loved it.
Maybe I eat too much fast food, y’all.
But that’s a story for another day…
Rock on,
Jean Bailey Robor
That “No Buts About It” Expert
Jean Bailey Robor is an award-winning speaker and author of “She
Has a Big ‘But’! Get Past Your Excuses & Realize Your Dreams.” Book her for
your next event through www.SpeakerMatch.com
or email Jean@JeanBaileyRobor.com.
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