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image Setting up a router is a pain in the butt. sells software that will set up your router for you.

But they also give away the complete instructions to do it yourself. For free. They give away instructions for every router, every model. These are the complete instructions with no “gotchas”.

Why? Because they get a TON of web traffic from search engines. They have a zillion fans.

And anyone who doesn’t want to bother doing it themselves can just pay the $30 for the software. And people who were looking for a free answer weren’t going to pay anyway, so nothing is lost.

Lesson: Sometimes your best promotion isn’t selling. It’s giving.

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  1. Rishi May 26, 2010 at 9:20 am #

    I love this approach. Chris Anderson uses the same strategy with

  2. John Hyde May 28, 2010 at 3:10 am #

    I love it <3

    The idea transfers to lots of topics like lawn care, home improvements, motor vehicles, ….

  3. Chris Swavley October 5, 2010 at 2:11 am #

    I once had a client who made bespoke golf clubs. You would go to your local Pro-shop and be measured up. The Pro would then place the order with my client. Clubs would be made, shipped, etc, with each club having a unique serial no. But get this, if you lost a club, say, if “fell” in the water, “collided” with a tree, or any other missadventure they would replace it FOR FREE! Risky? Not really. They know how many clubs they’ve made for you so the offer won’t be abused. Good marketing? You bet. The Pro loved it and it was a great selling point, the customers loved it and would tell everyone about their great deal, and I’ve just told you!


  1. Should you give everything away free? | - May 26, 2010

    […] over at suggests it might not be a bad idea to give free stuff away. People who are looking for free stuff […]

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