Give 'Em a Taste

Leveraging Ownership

Let's dive into the subtle art of captivating consumers with this power duo; fostering that irresistible feeling of ownership and leveraging the undeniable allure of free. 

​Humans are wired to value what they possess. Once we feel a sense of ownership, even temporary, the thought of losing it stings. Smart brands tap into this psychology brilliantly.

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TIP 1: 30-day love affair

Free Trials: Just like falling for that comfy couch you're "just trying out," a 30-day free trial for software or a 1-week hot yoga classes lets consumers integrate your offering into their lives. By the time the trial ends, it feels like theirs.

• Real-World: Amazon.com amongst many other companies, thrive on this. The initial barrier is low, and the convenience of having the service becomes quickly indispensable.  
• Action: Identify a core aspect of your product or service that can be offered risk-free for a limited time. Make the onboarding seamless and ensure consumer experience the full value during the trial. Remind them of what they'll miss if they cancel!

"Imagine This Is Yours": Even without a formal trial, you can create a sense of ownership.

• Real-World: IKEA's showrooms let you envision their furniture in your own home. Through their app, you can use AR technology to "place" that dream plush couch in your home office.
• Action: Use high-quality visuals and interactive experiences that allow consumers to imagine your product or service as part of their lives. For service-based businesses, offer a free consultation that feels like a personalized planning session.

Limited-Time Exclusive Access: Offer early access or beta versions to a select group. This creates a feeling of being "in the know" and owning a piece of something special before the masses.

• Real-World: Many tech companies use beta programs to generate excitement and gather valuable feedback, making early adopters feel like stakeholders. Before releasing Gmail in 2004, Google launched an invite-only beta-test to a small group of consumers. Learn more about beta-testing.
• Action: Consider a phased rollout of new products or features, offering exclusive access to loyal consumers or those who sign up early.

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TIP 2: Magnetic Pull of Free

​The Irresistible Sample: That tiny perfume vial, that bite-sized pastry, that 15-minute mini-facial – free samples let consumers experience the tangible benefits firsthand, lowering the barrier to a potential purchase decision.

• Real-World: Grocery stores like Trader Joe's and Sam's Club offering tasting of their food or beverage are classic examples of driving trial and future sales. Service-based businesses can offer free consultations or introductory workshops.
• Action: Identify a low-cost way to let potential consumers experience a sampling of your offering. Make it easily accessible and highlight the value they'll receive.

The Strategic Add-On: Offering a free gift or bonus with a purchase increases the perceived value significantly. It's not just about the free item itself, but the feeling of getting "more."

• Real-World: "Buy one, get one free" offers or free shipping over a certain purchase amount are common and effective. F&B outlets like Denny's and Buffalo Wild Wings used B.O.G.O. offers frequently.
• Action: Brainstorm valuable add-ons that complement your core offering and incentivize purchase. Frame them as a special bonus rather than just a discount.

The "Freemium" Model: Offering a basic version of your service for free can be a powerful way to attract a large user base and then upsell them to premium features later. The initial "free" experience builds familiarity and trust. Be careful to not tread on the bait-&-switch model.

• Real-World: Spotify, Dropbox, and many software companies use this model effectively.
• Action: Consider if a freemium model could work for your business, offering enough value in the free tier to attract users and a clear incentive to upgrade.

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The feeling of ownership and the allure of "free" are potent psychological triggers. By strategically incorporating free trials, engaging experiences, and valuable samples or add-ons, you can ignite initial interest and cultivate a deeper connection that leads to long-term loyalty. 

​It's about letting consumer experience the value firsthand and making them feel like they're already part of your brand story.

Remember, these are powerful ways to connect with your consumers, but the magic truly amplifies when your team (aka employee) knows how to shine.

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GO TO TIPS #3 & #4