Should I Say ‘Free’ in the Ad Copy for My Lead Magnet?

Let's break down why using words like free, gift, or no-cost can actually help cold audiences trust you faster and make them more likely to opt in. These words may seem small, but they can make a big difference—especially when you’re trying to grab the attention of someone who’s never heard of you before.

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Thinking about skipping the freebie and running ads to a paid offer instead? Watch this episode where I explain whether or not to include the price in your ad copy—and how to do it right.

Watch this episode on YouTube!

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Episode Transcript

Speaker 0 (00:00):
Should you say free in your Facebook and Instagram
ad copy?
Well, the quick answer is yesand the slightly longer answer
is it depends.
And the slightly longer answerthat I've discovered in my
five-ish years of doing Facebookand Instagram ads is that it
depends.
But basically yes, and this isgonna be an ultra short Now.

(00:20):
Basically yes because when Ishow ads on behalf of clients
for their free lead magnets,we're usually showing those ads
to a cold audience, an audiencethat has not entered their
business Ecosphere, neverencountered a video, does not
follow them on social media,hasn't been to their website, so
on and so forth, and peopleAutomatically assume the worst.

(00:40):
As in people that don't know,you just assume that you're
trying to rip them off or chargethem for something right.
So we do put free in the adcopy, and if you don't like the
word free, that's fine.
Use something like gift orcomplimentary or no cost.
But this is what I've beendoing and it works quite well.
Now, if you're skeptical, youcan always spend money testing

(01:03):
what happens to your opt-in, orI should say testing what
happens to your cost per lead.
If you don't put free inside ofthe ad copy, just test.
Same ad copy, same visuals, butone version of ad copy doesn't
have the word free and the otherone does, and then, after five
or six days of running thoseFacebook and Instagram ads, you

(01:26):
will know what your cost perlead is.
Now what if we are trying toattract a higher quality lead
magnet opt-in, because nobodywants freebie seekers and tire
kickers and folks who weren'tactually planning on working
with you or paying you for yourexpertise anyway, on the email
list, and guess what?
That's just part of the name ofthe game.

(01:48):
Part of the name of the gameyeah, we're just going to stick
with that of online marketing iswhen you have a lead magnet,
you end up getting quite a fewof those folks.
But this is why you invest timeand money into developing your
email nurture sequence so thatthrough building your expertise,
showing that you have actuallyhelped people out and you know

(02:09):
what the heck you're talkingabout, you can attract those
folks who actually need to workwith you to you, so that you can
work with them and you're happyand they are happy because
selling is serving.
Now there are other methods,like running ads to a low-ticket
offer, in which case, as longas your offer is aligned with

(02:32):
what the market, ie your idealclient needs, and you have an
order bump and an upsellattached with that offer that
are also aligned, then you cantest ads and eventually find the
solution, this ads equation, ifyou will, this combination of
ads set up and ad visuals and adgraphics, that gives you a

(02:53):
positive return on your ad spendevery day, or, if not every day
, every week.
Now, that takes a lot of workbut that is possible.
And if you're wondering, okay,quagio, but if I want to run ads
to a low ticket offer, thatcosts something, well then, do I
put the price of that in the adcopy?
Good question, if you go downto the show notes below, there

(03:16):
is an episode where I kind ofoutline my thought process on
including the price in your adsthat you're running to a low
ticket offer and or you know, acart open, as in you had a
webinar or a challenge and nowyou're selling your main program
.
Until the next time you hearfrom me or see from me, take

(03:37):
care, be blessed and we'll seeeach other in the next one.
Goodbye.