How to Use Free to Drive Your Marketing Strategy
In the last decade, we have witnessed the “free revolution.” Marketers are giving away everything from books and software to vacations and even cars. This has shaped consumer behavior to the point that people often expect free and resent having to pay.
Photo courtesy of ©iStockphoto.com/jdillontoole
I see this every week in the publishing industry with ebooks. Many consumers expect them to be free or sold for a nominal amount, because they incorrectly believe that they don’t cost anything to produce.
In: 
MICHELE CUSHATT is a communicator and storyteller whose speaking experience includes Women of Faith, Focus on the Family, and Compassion International. As emcee and communication coach, Michele is in her sixth year on staff at 
BARRY HILL, JR. is a storyteller, blogger, speaker, barista, and is in his fifteenth year of full-time ministry to teens and their families. He lives in Northern Virginia with his wife, Rachel, and their six children—“the circus.” You can usually find Barry where fresh coffee and good ideas are brewing. To join in the conversation, drop by his blog, 
JOE LALONDE is a husband, explorer, challenger, and an adrenaline junkie. He has served as a youth leader for E3 Ministries for over 10 years. He is usually found wandering the woods, enjoying the company of his wife, or running the trails. Joe enjoys helping others expand their influence and leadership skills. You can connect with Joe at his 
RACHEL LANCE is originally from Alaska but now lives in a Chicago suburb with her husband and daughter. She works in technology and communications for the 
JIM MARTIN is the minister of Crestview Church of Christ in Waco, Texas, where he has served since 1994. He also leads a mentoring group, primarily composed of younger Christian leaders, and serves as a Mentoring Partner for 
TIM PETERS is the Co-Founder of 
JASON STAMBAUGH is a husband, father, former fat kid, accidental techie, and founder of 
JEREMY STATTON is an orthopedic surgeon in Louisville, KY. Although he enjoys writing, reading, and running, his first love is his wife and four kids. His family is currently in the process of adopting a son from China. He is also the author of 
JOHN TILLER is an inspirational speaker and writer. He travels with his family to churches, conferences, and other events sharing 
JUSTIN WISE is the social strategist for 
