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When Free Attracts the Wrong People: Lessons From a Creator Offering Value
That’s the paradox many of us creators—and in freelance life—deal with. We want to be generous, give value, build trust. But what happens when that generosity gets taken advantage of?
This week, I learned the hard way.
Here’s what happened:
I’ve been offering free Google Ads account audits to help small business owners see where their ad spend could work harder. Out of the three audits I offered:
- One was a serious lead, grateful for the value.
- The other two? Total time-wasters. One didn’t even have a real account.
As someone who’s been managing Google Ads accounts since 2013 and helped 20+ clients with small budgets, I know the value of these audits. But I also know when someone is just grabbing a freebie with no intention to follow through.
For Fellow Substack Creators & Freelancers: Protect Your Time and Energy
This might hit close to home if you’re offering:
- A free consultation
- A free strategy download
- A free trial to your paid newsletter or course
Here's what I wish I had done—and what you can do going forward:
1. Add Light Friction
Free doesn’t have to mean easy. A short form, survey, or even requiring a reply can act as a filter.
2. Set Clear Expectations
Make sure they know who the offer is for—and who it’s not. A single line in your post like “For active business owners spending $10+/day on ads” can do the trick.
3. Track the Outcomes
Not just who signs up—but how many actually take action, convert, or engage meaningfully. If your freebie isn’t leading to deeper trust or conversions, it might be time to retire or rethink it.
If You're Monetizing Through Services or Digital Products
I get it—we’re not just here to write. Many of us are using Substack to build trust, then layer in paid offers like:
- Strategy calls
- Courses
- One-on-one services
- High-value audits
And that’s good. But only if we’re intentional.
Your free content (newsletters, tips, downloads) builds the relationship.
Your time? That’s sacred.
My New Rule: Free = Entry Point, Not End Point
When someone claims a freebie, it should signal genuine interest. Not just curiosity.
Here’s how I’m changing things:
- Tighter intake forms before any free audits
- Asking for proof of effort (like a working ad account)
- Offering shorter but punchier "mini audits" as lead-ins
Creators, You Can Be Generous Without Being Drained
Substack is a powerful platform for building trust and teaching from experience. But not every subscriber, click, or form-fill is a qualified lead.
Be generous, yes—but protect your craft. Your time, your expertise, your energy? That’s not free.
And if you’re serious about results—from ads to email funnels—I’ve got a few client spots open. But only for people who are ready to do the work.
