--- title: When free is not free image: https://www.davidmeermanscott.com/hs-fs/file-1604627982-jpg/blog-files/6a00d83451f23a69e2017615e06889970c-200wi.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/2012/06/when-free-is-not-free.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # When free is not free June 27th, 2012 1 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/file-1604627982-jpg/blog-files/6a00d83451f23a69e2017615e06889970c-200wi.jpg?width=200&height=193&name=6a00d83451f23a69e2017615e06889970c-200wi.jpg) [![Not free](https://www.davidmeermanscott.com/hs-fs/file-1604627982-jpg/blog-files/6a00d83451f23a69e2017615e06889970c-200wi.jpg "Not free")](http://freshspot.typepad.com/.a/6a00d83451f23a69e2017615e06889970c-pi)As consumers, we know that "free" does not mean free. So why do we forget those lessons as marketers? **Clearly, costs include more than just money:** The free mobile phone requires a one-year contract. Obviously the cost of the phone is built into the monthly fee. Waiting in line to get a free ticket to an event requires an opportunity cost (the value of your time while waiting), and therefore the ticket is not free. Filling out a form to get a free white paper means the company now has your email address and perhaps other personal details. You have given the company something valuable so the white paper is not free. **Make it as close to free as possible** I offer a [free ebook library](https://www.davidmeermanscott.com/free-stuff/free-ebooks/) with downloads at no cost and no registration is required. Even this has a (small) cost because it takes a second to click a link and maybe two are three seconds of wait time for the 1MB file to download on a high-speed connection (more on slower speeds). But this is quite close to free. **As you work on your content marketing plans, push back on those who misuse the word free. ** My research shows that a totally free white paper offered with no registration form will generate as much as 50 times more downloads as the same white paper with a registration form. *Which would you rather have: One email? Or 50 people exposed to your ideas?* [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ ebooks ](https://www.davidmeermanscott.com/blog/topic/ebooks) [ Marketing ](https://www.davidmeermanscott.com/blog/topic/marketing) [ Best Practices ](https://www.davidmeermanscott.com/blog/topic/best-practices) Don't forget to share this post: ## Related Articles [![Amazon listings for the phase ](https://www.davidmeermanscott.com/hs-fs/hubfs/Amazon%20shutterstock_1219099198.jpg?width=1500&height=1001&name=Amazon%20shutterstock_1219099198.jpg) ### Using the Amazon Search Engine as Marketing July 18th, 2022|1 min read ](https://www.davidmeermanscott.com/blog/using-the-amazon-search-engine-as-marketing) [![free ebook](https://www.davidmeermanscott.com/hubfs/free%20ebook.jpg) ### How To Write A Free Ebook To Grow Your Business August 7th, 2018|1 min read ](https://www.davidmeermanscott.com/blog/how-to-write-a-free-ebook-to-grow-your-business) [![Branding and Marketing for renewable energy companies](https://www.davidmeermanscott.com/hubfs/Branding%20and%20Marketing%20for%20renewable%20energy%20companies.jpg) ### Free Ebook Generates Millions of Dollars in New Business July 31st, 2018|1 min read ](https://www.davidmeermanscott.com/blog/free-ebook-generates-millions-of-dollars-in-new-business) [![Carbon black image 2.jpg](https://www.davidmeermanscott.com/hubfs/Carbon%20black%20image%202.jpg) ### Carbon Black Seizes The Moment When Expertise Is In High Demand June 29th, 2017|1 min read ](https://www.davidmeermanscott.com/blog/carbon-black-seizes-the-moment-when-expertise-is-in-high-demand) [![](https://www.davidmeermanscott.com/hs-fs/file-1604815712-jpg/blog-files/6a00d83451f23a69e201b7c6d72ce6970b-250wi.jpg) ### Agile, Real-Time Customer Service [free ebook] September 3rd, 2014|1 min read ](https://www.davidmeermanscott.com/blog/2014/09/agile-real-time-customer-service-free-ebook.html) [### Who wrote that awesome white paper? 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