Easily the most important word in direct response copywriting. You had better have it somehwere in the copy, even if you can't use it due to legal reasons. The reader is always looking for a deal and the epic offer...even if the reader is stonking rich.
And if you can't write FREE directly then you can write 'complimentary' or 'just pay the low shipping and handling fee.'
I'm a direct response copywriter based in Charlotte, North Carolina. I specialize in providing copy and content for the direct marketing environment for clients around the world. I increasingly specialize in sales pages and landing pages. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here.