In October 2013, I participated in the International Frankfurt Book Fair and observed something that left a lasting impression. It reminded me of a lesson I always share with clients: you must sell your free offer if you want people to take it seriously.
Let me set the scene:
The Frankfurt Book Fair:
This is where publishers, authors, and agents showcase their best titles, make deals, and sign agreements.
The first three days are strictly for business professionals.
Then, on the final two days, the fair opens to the public. Hundreds of thousands of visitors pour in over one weekend.
The Surprising Part:
By the last day, most publishers and agents pack up and leave. To avoid the hassle of transporting leftover books back home, they leave them behind – on full display – with a note: “Take any book you like.”
Free, bestselling books.
Just there for the taking.
And yet – almost no one takes them.
Pavilions full of high-quality books remain untouched.
Why?
Because even freebies must be sold.
The Marketing Lesson
Let’s say I invite a friend to my lecture and say:
“I will give a really cool lecture; you should come.”
Two things can happen:
- The friend likely won’t come, because I didn’t explain why it’s valuable to them.
- Worse, they’ll come just to “do me a favor” – arriving late, leaving early, disengaged, and possibly even disrupting others. In their mind, they’ve done something for me.
That’s not the outcome I want.
I want attendees who are genuinely interested and who understand the value they’ll receive.
The Solution
Even when offering something for free, you need to show people what’s in it for them.
If you’re inviting someone to an event, explain how it benefits them.
Help them see why it’s worth their time and attention.
Just like those free books at the fair – people won’t pick them up unless someone explains what they can gain by doing so.
The Bottom Line
If it matters that someone shows up, it’s your responsibility to make them want to. Even when it’s free, you must sell your free offer by showing its value clearly and confidently.
With appreciation & love,
Dr. Yaniv Zaid – “Doctor Persuasion”
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