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crop man getting dollars from wallet

When your product is “FREE,” is it worth it?

Price isn’t simply an amount, it’s a representation. This is how good we are, this is why you should trust us, this is the commitment, this is the value you’ll receive.

Yes, FREE can help solidify a brand and attract customers. Maybe it can make selling easier. But unless you’re using “free” to establish consistent revenue, is it worth it?

When you circumnavigate hassle with a free label, you might sacrifice perception in return.

Free could just be an easy way out.

The business of attraction

Chemistry is frequently considered in terms of human relationships, yet brands and businesses must also evaluate the chemistry they bring to their offerings.

Similar to personal relationships, initial sparks of excitement intensify interactions between business and consumer. From completed projects to the seal of a sale, emotion is embedded into business transactions. Skipping hearts and genuine smiles aren’t just for new loves; chemistry influences buying behavior.

How can brands weave chemistry into business?

As certain people are more open to the thrills of chemistry — those who are self-aware, thoughtful and personable — brands exhibiting similar traits can benefit from mindful demeanors.


Curiosity is how connection begins. When a business showcases what a client needs (or wants), the foundation for a relationship is set. To move prospects through the complete client journey, brands can plan for pleasant experiences to increase attraction and compel customers to engage in subsequent encounters.


Clear communication builds trust and rapport between entities. Communication is key for both business and relational development, ushering in assurance and confidence into business dealings. When communication is straightforward, expectations are fixed and boundaries for deliverables become reliable and well-defined.


People and brands who present genuine, authentic traits are more likely to be perceived as considerate and understanding. Trust and loyalty hold weight in business circles, and positive dispositions enhance brands, attracting customers and keeping them returning for more.


To be desired and perceived as desirable is something individuals and companies strive for. The most successful companies understand the value of appeal: They take time crafting beautiful products and experiences through careful branding and strategy.


Values represent what you, or your company, stand for; they define why we do what we do. Businesses who match or try to amplify the values of their customers have an easier time setting long-term streams for revenue and profit.

What other traits contribute to brand chemistry? Tweet me @redheadlefthand.

Ask yourself these two questions before writing marketing material

1. Who are you writing for? [audience]

Think about the audience you wish to target. What do they want? What do they need? What makes them care? What do you want them to do? What happens if they don’t do anything?

Know who you are writing for and tailor your messages accordingly.

2. What is your purpose? [aim]

To inform
To convince
To persuade
To propose
To invite
To ask
To confirm
To approve
To deny

Only after you have identified your audience and your aim can you produce writing that is clear, efficient, and results in desired outcomes.

4 questions to measure your personal brand

Whether or not you run a business, you own a media company — your own. With these four questions, be sure you’re building one worth investing in.

1. Are you unique?

If you can’t articulate what makes you different, there’s no reason for someone to choose you. Everyone brings different skill sets and perspectives to the table. Figure out what makes you you and learn how to talk about it in a flattering way.

2. How real are you?

Authenticity is your ability to align what you say and what you do. If you can’t be trusted, you’re going to have a difficult time gaining respect and making deals.

3. Are you relevant?

If your audience doesn’t need or want the messages you’re sending, it doesn’t matter how great they are.

4. Are you reliable?

The manner in which you present yourself should be consistent. If your emails are laced with emoticons, “Hey Brian!! Thanks for visiting my site!! You’re awesome.☺☺☺” and your website boasts luxury services, potential customers will shrink away with confusion and skepticism.

Go through your most important documents. Look at your resume, your LinkedIn, your tweets. Do they represent what you want people to believe about you?

If you’re the head of an organization, does your team know your mission? From the woman who stocks the shelves to the intern publishing blog posts, every team player should be able to recite what the company stands for. If they can’t, chances are high your customers can’t either.

Same goes for you. You need people in your corner who know who you are, what you stand for and support you along the way.

Original post “You are your own media company” can be found on Medium.

Build reputation, establish trust

The fastest way to build reputation and trust with the audiences you care about: treat everyone the same.

Granting exceptions to certain people makes your work difficult, and you have to remember who you promised what. Trust is the only way you can make solutions that matter and develop reliable products.

Give the same respect, the same quality of time, the same work effort, the same level of commitment to each one of your clients. What you do and what you say must align in order for any of it to count.