Moving The Free Line

“Moving The Free Line” is a great marketing tool, which can bring you more new customers, and the great thing is many of them may have never even thought of having their carpets cleaned before. 

Would you like to know how to do it?  It’s very simple, just state in your adverts you offer…

“One FREE Room of Carpet Cleaning”

OK, so there is a little more to it than that, and before you click away, please bear with me and allow me explain.  By implementing the ‘Moving The Free Line’ strategy it can really help to bring in a lot of new customers…even for your local carpet cleaning business.

Although “Moving The Free Line” may be a relatively new marketing concept, offering a ‘Free Room Of Cleaning’ is not new, in fact it was first introduced to the UK in 1997, by a one-time carpet cleaner-turned marketing guru from America.

Over the years a number of UK cleaners have been taught to understand the true concept of offering a high valued service for free enabling them to build massive perceived value… and in return have gained many new clients and massively increased their profits.   You can knock it, but it has been working in the UK for over 15 years.

What Are You Already Giving Away FREE?

I know this may seem a bit counter intuitive, giving stuff or services away for FREE.   I understand many people would never dream of offering ‘Something for nothing'…as it goes against everything we believe.   However, most of us are already doing it in one way or another.  

• If you have a website, you’re giving away information about you and your services for free. 

• If you use Facebook, YouTube, Twitter, Google etc… again you’re giving information away free! 

• If you offer ‘Free Quotes’ you are giving your most valuable asset … your TIME and it’s free.

All we have to do is learn how to ‘Move’ that free line across a little. 

More Proof FREE Works

If you really think giving your services away for FREE would fail … you couldn’t be more WRONG.

Take a look around you… or more importantly some of the tools you are using already… Facebook, YouTube, Twitter, Google … all these offer FREE tools, and if you’re not using them you should.

So how can these companies turnover ‘$BILLIONS’ if their main service is given away for FREE?  Once they have attracted larger numbers of people to use their FREE services, they offer additional higher-end services and charge for them.

Why Moving The Free Line Works

The phrase ‘Moving The Free Line’ comes from a young man called Eben Pagan (below).  

Eben Pagan, talking about the 'Moving The FREE Line'

Eben, is a true marketing genius who has generated over $100million in the last few years from his own businesses.  

Eben teaches what he has learnt in the real world and says when you ‘move the Free Line’, your lead funnel opens up.   By this he means you appeal to a wider audience and you’ll attract more people.  It even works by enticing those ‘not looking’ for carpet cleaning to take you up on the offer.   In fact you’ll find a lot more people are going to be interested in getting something for free IF it is very valuable. 

Once you’ve got someone in your lead funnel you can nurture and convert them by upselling, and often you’ll be able to increase your service and move what Eben calls the ‘Depth line’ (or increase your top price by offering a higher-end package with more profit for you).

I strongly recommend you visit Eben’s YouTube video and watch him explain ‘moving the FREE line’ himself.   Link is below.

Eben Pagan, Extending the 'Depth Line'

Figuring out The “Free Line”

You may be wondering to yourself, “Why would I give away something of value for free, when I can sell it and make a profit?” The idea behind ‘Moving the Free Line’ is to take your smaller services and products and move it over and offer them for FREE. So, something that used to cost you a few pounds, like £5-£50, is now FREE to attract more people.

In the cleaning industry its well known people spend time trying to sell the little spotters … crazy.  Just think about this…you spend 5-10 mins in selling a £5 product and make £2.50 profit … compared to the great feeling your customer has when you GIVE THEM A FREE GIFT OF A SPOTTER, just for inviting you for a free quote (and of course you add the cost of the spotter in the clean).

Just move the Free Line right over, from the beginning. Market the fact YOU give away a massive amount of value… AND give it away to as many people as you can.

If the free room or even the spotter is too big for you, create downloadable PDF reports, or shoot a ‘FREE how-to video’ on ‘Coffee Stain Removal’, or 'Pet Odour Removal', add a value of £5-£20 and give them away on your website in return for their email. These are strategies that are being used by people to generate clients on a small budget. They move the Free Line.

Are You Using Other Companies FREE Lines?

There are many tools out there you can use in your business FOR FREE.  Of course one of the main tool providers you should be using is Google.  Google offer many tools which are FREE, like...

• Google Places -  Want your local business to show up before organic search results? For some keywords, it now can thanks to Google Places.  Be sure that you add your listing on Google Places, complete your profile, add photos & videos, and encourage reviews so that your business will make it to the first page of search results.

• Google Analytics - is probably one of the most powerful (yet FREE) Google tools that you can use as business owner. You can learn so much about your website’s visitors and what is and what isn’t working.

• Google Blogger - If you want to start a blog, but you’re not ready to commit to a self-hosted blogging platform such as WordPress, then you might want to consider Blogger. If it’s been a while since you last took a look at it, you might be interested in some of the latest improvements. There have been rumours in the past that getting links on Google-owned sites can help with the indexing of your website, so don’t overlook the power of Blogger!

• Google AdWords Keyword Tool - Need keyword ideas for your Search Engine Optimisation (SEO) campaign or paid search advertising? Try the Google AdWords Keyword Tool. When you enter a term that offers a wide range of ideas, like ‘cleaning’, you will get groupings of keyword ideas that you can dig deeper into.

• YOU TUBE (Google-Owned) - Last, but not least, if you want to dominate the video market, then start with YouTube. Not only will your video be available to YouTube’s millions upon millions of visitors, but it will also be on prime real estate for showing up in search results. Even if you can’t get your website on the first page of search results through traditional SEO, you might be able to get there with video.

I hope you liked my little Marketing Insight.  I really recommend you take a look at Eben’s FREE YouTube video, which explains the FREE Line in more detail. 

Watch Eben's Video Here:  http://www.youtube.com/watch?v=b3MrwYPRB-I

Regards

Keith Robertson,

NCCA Vice President and Marketing Director

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Watch Eben's Video Here: http://www.youtube.com/watch?v=b3MrwYPRB-I