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What are the implications of using “FREE!” as a marketing strategy? Specifically, why we do it – why we don't do it and what free actually means, before we get hung up  on whether or not you ought to be offering people something for free. The best time “FREE!” makes sense is when the thing you sell is a tool.   A tool that connects; a tool that spreads; and a tool (that once it spreads  and your prospects are using it a lot) you can happily charge for it and they will happily pay for it.