Free Is Fine, But Can I Pay Instead?

Marketing is expensive. Especially when you sell complex services, your investments in brochures, websites, ads, direct mail, and PR can be steep. After all, you need to educate your prospects and seduce them with your solution and its benefits. This is a bit more involved than grabbing people's attention with a free sample for an impulse product like a cube of bubble gum with a gooey surprise in the middle.

Consider ABC Consulting, which offers strategic business consulting. They send out a mailer describing how their intense focus and expertise in their subject area have allowed them to help their clients realize hundreds of thousands of dollars in measurable results. They also roll out their impressive past project list with great testimonials from their clients exclaiming how ABC Consulting is the greatest firm on the planet Earth.

ABC Consulting then makes their offer, "Call us for a complimentary consultation on how we can help you save millions in your business operations."

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