The boring, robotic and deceiving way by which emails are collected by mostly SaaS (software as a service) businesses, so the Funnel can come alive and annoy the crap out of your potential customer.

So, typing my email address on a form is free, but what comes after that is another story.

If you say "it's free" I know it's too good to be true.

This (not so clever) manipulating approach is rooted in used-cars sales tactics, "I'm so sorry, that Tesla for $99/month lease was just sold. But, I have other models available at a very competitive price."

Why not just say Try Us Out for 30 Days? Our full-featured platform, no teasing, no "you have to pay for this...".

If you’re courageous enough to live up to your promise, you’ll get more paid subscribers, a win-win which drives growth and will allow you to continue and improve your platform or business.

I know it's not free, so stand behind your product/service and let me be the judge of whether you kept the promise you made when you got me to sign up.

So many SaaS companies focus way too much on revenue generation instead of what is in the best interest of their customers. Your future isn't dependent on your ability to prove to investors how many signed up but how many converted to paying customers and STUCK with you in the long run.

It's not about features - it's about transparency and congruence.

What's the cost of allowing a new subscriber to use the full-featured premium version? Zero.

What's the cost of losing a subscriber to a teasing "It's Free' sign-up offer? Everything.

Use the #sethgodin test: "Will they miss you if you're gone?" They won't, unless you gave them an opportunity to experience the difference you make and to trust you as a credible business.