Free is an amazing offer. A skeptical buyer might think, “that’s great but why is it free? What’s the catch?”
TurboTax uses Narrative Control to answer that.
Notice the “See why it’s free” message:
And this is part of the explanation given when “See why it’s free” is clicked:
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This is just one of many examples (some obvious, and some not-so-obvious) of how we use buyer psychology to take visitors to your site from "I'm interested" to "That's it, I'm pulling the trigger". We use established principles of behavioral economics to influence. Marketers try and get results by dialing up the marketing volume. We show you how to zig when everyone is zagging.