How Much Does “Free” Cost Clients?

As I was reading one of my favorite e-newsletters, I came across a sponsored offer to download a “free” whitepaper on a subject that interested me.

I clicked through to a Web page describing the company, its offerings, and the whitepaper I was about to download. When I saw how much personal information the company required in exchange for a ten-page whitepaper, I should have trusted my instincts and bolted from the site.

Reluctantly, I provided the details the company requested, including my phone number. I know—it was dumb.

I hit submit and landed on another page with instructions for downloading the whitepaper and a sentence informing me that a sales rep would call me to discuss the company’s products and services.

They got me. Now I’m waiting for that sales rep to call—no doubt during dinner.

What are two fast ways to alienate prospective clients on the Web? Ask for too much personal information and conceal how you’ll use it. Steve Krug, author and Web usability expert, calls this practice “a very bad idea.”

In this case, the company in question shot itself in both feet. If you’re offering something to prospective clients, ask only for the details you need to get that information into their hands as quickly as possible. Let clients check you out and voluntarily contact you if they want to know more.

And if you’re a directing your readers to organizations that behave this way, beware of collateral damage. Align your site with those who are willing to intrude and mislead, and you risk ending up with the same black eye.

Comments

[Phil Dunn]

I always wonder about this. Lots of outfits do a pretty hard sell with free pdfs/ebooks, etc, and they hard sell once they have your email address.

As a marketer, I recognize these from experience.

I wonder what kind of success they have with the general public. Thoughts?