If you’ve ever wondered, “Should I give this away for free or charge for it?” You’re not alone.
This is one of the most common questions I get from online entrepreneurs, especially when they’re trying to create lead magnets, masterclasses, or digital products.
They want to give value. They want to build trust.
But they’re scared they’ll give too much away and that their audience won’t want/need to buy after.
In this post, I’ll walk you through my personal rules for deciding between free vs. paid content, and I’ll show you how to use strategic lead magnets that attract clients without overloading or overwhelming your audience.
Why You’re Probably Not Giving Away Too Much
Let’s start here:
Most entrepreneurs are not giving away too much, they’re just giving away the wrong kind of value.
You might be:
- Sharing loads of tips that leave people confused
- Teaching too much of the how instead of the what
- Overdelivering without guiding people to a clear next step
The result?
Lots of free content, not a lot of conversions.
And definitely not enough $$$.
That’s why it’s so important to learn how to use your best ideas strategically.
My Content Staircase Rule: What to Share vs. What to Charge For
Here’s the rule I teach my clients, and the one I use in my own business:
If you’re thinking: “This is so valuable, I should charge €50 for it” – that’s usually a sign it would be a perfect free lead magnet.
If you’re thinking: “This could be a great lead magnet”, it’s probably perfect free organic content. And so on…
Here’s how the content staircase works:
- Nurture content: Free, public content like podcasts, blog posts, and Instagram Lives. This builds connection and trust.
- Lead magnets: High-value free downloads or trainings in exchange for an email address. These create buy-in and qualify your leads.
- Paid offers: Deeper support, transformation, or frameworks that solve specific problems. This is where you monetize.
What happens too often is that people try to lock away their best content in a low-ticket product or behind a lead gen wall. But if your audience has never seen how good your content is, they won’t trust you enough to buy or even watch your webinar.
The takeaway: always go ‘one step more free’ and you’ll get people falling over themselves to work with you!
Why It’s OK (and Smart) to Feel Uncomfortable Giving Value
Let me say this clearly:
If it makes you feel nervous to give it away for free, it’s probably exactly what will attract your next dream client.
People don’t buy just because you gave them more information. They buy when they believe in you and in themselves.
Remember your content doesn’t need to include every detail or the full transformation.
It needs to build belief, spark clarity, and create momentum.
Free Content Doesn’t Mean Free Coaching
There’s a big difference between:
- Sharing value strategically
- And giving away your entire offer for free
A great lead magnet or podcast episode should leave your audience thinking:
“Wow, this person gets me. I trust them. I believe I can do this. I want to learn more.”
But it shouldn’t:
- Solve every single step for them
- Take away the reason to invest in your paid program
- Make them feel overwhelmed by too much information
Instead of teaching everything, focus on teaching the what – not the full how.
This creates clarity, not confusion.
How to Decide: Free Lead Magnet or Paid Offer?
Here’s how to make that decision easier 👉
If you’re thinking…
“This is way too good to give away for free, I want to charge for it”.
“This could be a quick-win for someone, I should turn it into a lead magnet”.
“This is a deep transformation”.
“I want people to feel confident and ready to buy”.
Consider this…
It’s probably your next best lead magnet.
It’s probably great as a carousel, video or podcast.
Perfect for a paid offer.
Use a conversion event to build belief and trust.
Remember, the real goal of content is not to prove your expertise. It’s to lead someone from where they are now to where they need to be in order to say yes to your offer.
How to Turn Free Content Into Clients
Free content is the entry point.
When it’s structured well, it helps your audience:
- Trust you faster
- Take action with less resistance
- See you as the go-to expert
- Believe that results are possible for them
But none of that happens if your free content overwhelms or lacks clarity. That’s why I always recommend reviewing your current lead magnets, posts, and webinars to check:
- Am I guiding people to a next step?
- Is this helping them believe they can succeed?
- Does this content connect clearly to what I offer?
If not, it’s time to simplify and restructure.
If you want my help to create content that signs clients, join my free 3-day challenge: “Content That Gets Clients”, where I’ll walk you through how to:
- Stop over-delivering without undercharging
- Create content that turns followers into buyers
- Use lead magnets to grow your list and convert more easily
The challenge is live, hands-on, and in Dutch – so if you’re in Belgium or the Netherlands and you want results, this is for you.
👉 Click here to sign up directly: fastforwardamy.com/getclients
Free Gift: The GPT Roast Prompt
If you want to know exactly why your content isn’t converting:
I built a free ChatGPT prompt that audits your Instagram profile and tells you what to fix; from your bio to your highlights to your feed. It roasted my account and told me where I’m playing it safe. It’ll probably roast yours too. Trust me, it works.
Final Thoughts
Giving away your best ideas is not a weakness, it’s a nurture strategy.
You just need to do it in a way that guides people toward the transformation, not overwhelms them with details.
If it feels a little uncomfortable to share, it’s probably the exact content that brings in your next client.
Now go share your genius with confidence! Listen to the full episode here:
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