I know, I know. It does seem a bit preposterous to even think about building your business by giving things away. After all, you've heard marketer after marketer tell you that freebie seekers are the very worst. They've told you that if you give things away for free, your prospects will never buy from you because they'll be trained not to buy. I'm here to tell you that's a big fat lie.

First, let's talk about the real meaning of free. You've no doubt heard the expression, "There's no such thing as a free lunch."  You've lived by that rule all your life.

Is that saying now outdated? It just might be, now that we are fully into the digital world. These days, people can get things for free-especially information --  and there's absolutely no catch. You might not be able to get your lunch free but you certainly can learn anything you want to learn, free.

Still, we marketers realize that when people give things away for free, they're usually trying to secretly get something in return. But in the end, at least online, there's absolutely no obligation to go on and buy once you've received the digital freebie. This is becoming more and more the norm. There are even companies and marketers who are giving things away for free without even requiring an opt-in. What a concept!

So why am I telling you to build your business based on a model of giving things away? That's simple - it's the marketing of the future. This is how companies can and will become successful from this point on. There is, of course, a certain way to go about it. You have to be the zebra in a sea of horses. When done right, giving things away for free is the best way to succeed in this new digital economy.

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