“The Free Line” is a phrase that is sometimes used among internet marketers.  What it refers to is acquiring customers by giving away free, high quality products; your “best stuff.”   It is quite easy to find these free giveaways on the net.  Examples include software, courses, and ebooks.   You see, buying something online is not the same as buying something at Macy’s.  There are perceived risks when you transact something electronically.  After all, you can’t see the physical store, the salesperson, or the product.    And then there’s the fear that your credit card info will be stolen.

The way internet marketers overcame this was to simply offer some good product for free.  It’s the best way to lower the risk to the prospect, to lower his reservations.  Sharp marketers use compelling sales copy on their websites and throw in several bonus products to sweeten the deal.  In the process, they capture the prospect’s email address and build their list.  The products they give away for free are indeed useful, but not the “ultimate” version– the prospect must purchase a higher-end version or complementary product in order to get the best results, which in the internet marketing industry is to make more money.

As more marketers did this, it “moved the free line” higher and marketers were giving away lots of free material.  And, it works.  First of all, getting something for free these days makes a person feel good, like he got a bargain.  Secondly, you capture the prospect’s contact information.  Third, the prospect gets to sample your product risk free and realizes that it is really high quality.  You start to build trust with the prospect at this point, and brand loyalty.

So that’s what the Free Line is all about– acquiring customers and gaining their trust by offering a free sample of your product, and marketing them more of your product line later on down the road.

Chiropractors have been using the free line concept for some time now (Free exam and x-rays, etc.).  It works for some, not for others.  There is a lot of debate regarding giving away our services for free.  Some chiropractors believe that it cheapens the profession– it sends a message that chiropractic services don’t have value.   But I believe you can still use “the spirit” of the free line to gain more patients.

Stop to think a moment.  What things can you do to lower a prospective patient’s reservations about receiving care in your office?  The biggest obstacle that keeps people away from your office  is fear of the unfamiliar (this is why people often buy brand-name products over generic).  How can you lower those reservations, in a non-salesy way, that will make people feel comfortable coming to you?

Currently, I have a sign outside my clinic that has postcards that offer $20 off the first visit.  It works well because the benefit is quantifiable.  People know the value of $20, and to be able to save this amount is attractive.  I also offer a free health tips e-newsletter to patients that shows them exercise videos and other tips to keep your back healthy.   And, I often reduce my cash rates for financially challenged patients, but get them to write a Yelp review for me in return (after doing an excellent job, of course).

The lesson here:  be willing to give away your services (be creative)  to get more patients because it works.  In the vast majority of cases, it will be profitable.

Dan Perez, DC

the Guerilla Chiropractor