cheaper than cheaper

A lot of wedding vendors complain about brides who expect something for nothing.

In his book, Free: The Future of a Radical Price, Chris Anderson describes the difference between those under 30 and those under 30 when it comes to “free.”

Most of our brides are under 30.  Most of us…aren’t.

Mama taught us that nothing is free and you get what you pay for.  We tend to be highly suspicious of anything free.

These younger brides grew up using amazing, cool services like Myspace, Facebook, Youtube and Google.  They just expect to get things for free…especially information.

Does giving brides free information cheapen what we offer?

I was quoted in an eWedNews article about this very subject today, and you can read my words and comments here: Wedding Industry Reluctantly Welcomes the World of Free

Jeff and I started giving away free stuff in our wedding business a couple years ago.  I wrote a few special reports, “37 Cheap and Free Ways to Make Your Wedding Unique,” “21 Essential Dream Wedding Tools,” and made them available for brides who joined our email list.

In addition, as soon as a bride contacts us, I start helping her.  I share ideas, advice, recommendations and tips.  I don’t hold back.

The result?

Free is the best sales tool I have.

I don’t have to convince brides about our value anymore.  They get a first hand experience.

I don’t have to use “sales tricks” to book the wedding.  Free earns their trust quickly and demonstrates our expertise without trying.

It’s worked wonders for our business and has made “selling” easier than ever.

Sure, there are a few brides who take the goods and run.  But so what?  It’s a small price to pay and a heck of a lot cheaper than most forms of bridal advertising.

Some of my wedding professional friends think we’re crazy.  If you give up your secrets before they pay, they’ll just take them and hire someone cheaper.

But that hasn’t been our experience.  Free convinces them that we’re worth it and makes them want us more than ever.

Free is scary.  Free is risky.  Free is fun.

What do you think about giving away free information to brides?  Do you do it for your wedding business?

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