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Of course, you still need to give a trial period of some length - maybe 30 days, something like that?
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Not really.... What you do is get folks to pay for a year, and give them a 13th. free. If they don't like the service, they can get a refund. In any case, it is no cash out of your pocket. And, it is of no risk to the customer...

Think of the dog wagging the tail, not the tail wagging the dog here...