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We hear it alllll the time: ‘I think I’m giving away too much for free.’ Whether it’s in blog posts, webinars, Instagram carousels, or your email list—there’s this fear that if you give away too much free stuff, people won’t pay you.
What if the opposite was actually true?
Key Takeaways:
- Why that fear shows up
- How to reframe your mindset
- How to know when it’s time to protect your energy or draw boundaries
Why is this fear sneaking up?
You might feel undervalued or like people will DIY and ghost you. You might also be worried that you’re being taken advantage of and that people are only coming to you for free advice.
And yes, sometimes that happens. Entrepreneurs are serial DIYers and like to try things themselves first before outsourcing.
You might see others “gatekeep” and wonder if you should do the same. After all, if you don’t tell people your secrets, they’ll have to work with you, right?
Fear is ruling your mindset, and that fear usually comes from scarcity or burnout—not strategy.
What Free Value Actually Does
Free value builds trust and positions you as an expert. You’re showing your audience how you can help them.
Free content creates brand awareness (hello keywords!) and nurtures your audience before they’re ready to buy.
It allows people to experience your vibe, voice, and value before they ever inquire. It also filters your audience so only the people serious about working with you and value your expertise inquire.
THIS podcast is the perfect example. It’s free, and it’s a lot of freakin’ work, but people binge it, trust us, then buy from us because of it. We share a lot of free value here, but it helps our audience get to know us and all we can do for their business.
You aren’t giving it all away for free!
Yes, you should hold back sometimes. There’s a difference between what to do and how to do it.
- Your free content tells people what they need to know.
- Your paid offer walks them through how to do it—with guidance, structure, and support.
You’re not giving away your brain. You’re offering a taste of what it’s like to work with you.
Remember… Many people need to hear something, usually seven times before they trust themselves enough to take the next step (AKA to buy!).
It’s not enough just to know that we do SEO, branding, or website design. You need to see how we think. Our personalities and work styles need to jive.
Protect Your Energy Without Hoarding Info
Create boundaries with your free stuff so you can protect your energy. We can all get burnt out from trying to show up for our audience in every possible way!
Blog posts? Yes.
Custom advice in DMs? Maybe not.
Offer “free” in structured, intentional formats (like a quiz, a lead magnet, or SEO-rich content). Your free stuff should guide people toward the transformation, not give them the full process step-by-step.
How Do I Know If I’ve Crossed the Line?
Are you giving away too much free stuff? Here are some signs you’ve taken it too far:
- You feel resentful when people take your free info and don’t convert. (we should be expecting instant conversions here)
- You feel burnt out from being overly accessible.
- You’re delaying your offers because “people already know this.”
Remember… If people get results from your free stuff, they’ll wonder what else they could unlock by working with you.
We heard this just the other day in our Q&A call for SEO On Tap: “Wow, if this is what they share for free, I wonder how good their paid content is… that’s why I bought it.”
If you’ve ever felt like you’re giving away too much for free, we want you to remember this: You’re giving just enough to build trust. The right people will always want more, and that’s where your offer comes in.
FAQs About Free Content
Is free content necessary for marketing and building trust?
Yes! We want you to be intentional about the free stuff you give away. There’s a difference between strategic free content like lead magnets or free webinars and personalized advice that you should charge for.
What should I reserve for paying clients?
Anything personalized and in-depth to their business. If you have to spend time researching their business, you should charge for the service.
What if people stop engaging when I give less away?
It will happen because there are people who only want free stuff. They don’t value your expertise, so they aren’t your ideal clients anyway. Focus on nurturing the audience who sees your worth and wants to invest.
How do I transition from giving too much to setting healthier limits?
Audit your content and remove overly detailed freebies or limit them to your email subscribers. There should be a hierarchy to your content. Social media and blogs are base-level, offering high-level overviews of topics. Emails, webinars, and freebies are a step above, sharing more value with people who have opted in and want to know more.
If you liked today’s episode on The Duo On Air Marketing Podcast, don’t forget to leave us a review & subscribe!
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Abbey Oslin and Courtney Petersen are Minnesota-based marketing experts, educators, and co-founders of boutique marketing agency Duo Collective, which specializes in SEO, social media strategy, and branding for small business owners and creative entrepreneurs. To learn more about Duo Collective, or to inquire about working with our team, head over to www.duocollective.com.
To inquire about being a guest on Duo On Air, please fill out this application form.
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