The problem with free

When was the last time you paid nothing for something that made a real difference in your life? That last free event you RSVP’d to - did you show up?

The problem with free is it demands nothing from your audience. Whether they decide to show up or not, they never really had any skin in the game.

Of course, by not showing up they miss out on something. The benefit of learning from your expertise. And if they were simply making a choice between doing nothing and doing something, they’d probably choose doing something.

So why then, don’t they show up? Because no one ever chooses between doing your thing and doing nothing. They choose between doing your thing and relaxing at home, catching up on work, going on a date, spending time with their kids.

Often you don’t have to change what you offer for your audience to see its value. You simply have to charge for it.