Free is the new black

Radiohead. The New York Times. Google Docs. Photoshop.

The unifying thread? Free is a business strategy.

More than ever before, companies are finding new and innovative ways to get their products into the hands of the consumer. Often the easiest way to do this is to give the product away. The thought is the business will make their money in other ways. (i.e. Radiohead will sell more concert tickets and t-shirts; The NY Times will sell more advertising due to increased traffic.)

The Internet has changed consumers' expectations. We don't want to pay sales tax. Or shipping and handling costs. We want free phone calls, free music, and free classifieds.

Several newspapers now offer free print versions in addition to their free online versions. Software often comes with a free trial. Lawyers offer a free initial consultation. Tech companies offer free white papers.

Even when companies do charge for a product, they are finding creative ways to offer extras - free refills and WiFi at the coffee shop. Free shipping and gift-wrapping. Buy one get one free. And why not? People love getting things for free.

But it may seem scary to just give your product away. Many companies "give it away" without a clear definition of what success will look like. Think through your "free" strategy and figure out what you're trying to accomplish. Is it about business leads? Email addresses? Loyalty? Publicity?

The trick is to make sure the gift keeps on giving.