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to the O.P. my thoughts are that to make give-aways work (e.g. create sales). It has to be something that grabs the reader and makes them want more -- enough so that they purchase the book or additional books based on the sample they get for free.
Unfortunately that's what all writing is about for the most part, so it makes me wonder if a simple blurb or "look inside" by Amazon doesn't do just as much in that regard.
I don't think there is a simple answer, but I do think whatever you offer as a sample of for free should be something like a "best typical example" of your work (or the series or the book as a whole).
Enough rambling...
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