{
  "slug": "why-the-free-sample-lowered-the-trial-cost",
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      "id": "n1",
      "type": "store",
      "label": "Brand",
      "x": 52,
      "y": 70,
      "w": 162,
      "h": 162,
      "detail": "unknown product"
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    {
      "id": "n2",
      "type": "tag",
      "label": "Free Sample",
      "x": 266,
      "y": 78,
      "w": 82,
      "h": 82,
      "detail": "zero cost trial"
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    {
      "id": "n3",
      "type": "person",
      "label": "Customer Tries",
      "x": 266,
      "y": 188,
      "w": 82,
      "h": 82
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    {
      "id": "n4",
      "type": "coin",
      "label": "First Purchase",
      "x": 266,
      "y": 296,
      "w": 82,
      "h": 82
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      "label": "gives"
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      "label": "experienced by"
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    {
      "from": "n3",
      "to": "n4",
      "label": "converts to"
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  ],
  "summary": "A sample removes the trial cost barrier; experiencing the product is what converts a stranger into a buyer.",
  "mechanism": "zero-cost-trial-conversion",
  "fig": "FIG. / TASTING BEFORE BUYING",
  "animation": {
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    "stagger": 60
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    "support": [
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    "icon": "tag",
    "label": "Free Sample",
    "tilt": -5
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