In this time of skepticism, try a clear offer that is "really free"

How can free be compelling in an era of mistrust? What happens to our marketing message reception and results when we communicate without the need for fine print?

Las Vegas pounds home "free." The concept is a marketing assault weapon for all kinds of products and services. Casino and restaurant operators understand the allure of something for nothing. After all, isn't that the foundation the whole Vegas gambling industry is built upon?

This week, we've been offered "free" drinks. "Free" club tickets. "Free" show tickets. But free has strings. A dollar cost, or an attention cost. Often both.

Unless it doesn't. I'm reminded this week of a Seth Godin post from 2006 on the concept of what free should really mean: offered without expectation to give time, attention or money in the future.

What a great approach in this time when trust is in such short supply. A true, no-strings-attached free offer seems like a great way to build a new fan base.

What do you think? What if you offered something with no expectation on the part of the recipient? Worth a test?