Marketing “free” sounds simple. But it’s not. Even using the word “free” can be dangerous. There has been so much advertising saturation of the word “free” over the past 20 years. People think the word “free” is deceptive. Run an A/B test on using the word “free” in a marketing campaign. You might be surprised by the results (I’ve seen tests where the variation using “free” converts less leads than the variation not using “free”).