Where do you draw the line between 'free stuff' and paid services?

Somebody recently asked this question on LinkedIn (edited version here)

"I'm putting together some brand new packages and would love some advice from the group. I currently give away a 10-page e-zine (10 editions per year), a weekly motivational email and offer a free trial coaching session. I have developed a new online survey, which I would like to offer for free, with the analysed results and other goodies being available in a package for purchase.

Where do others draw the line between offering good-quality free services to entice new clients - and giving away too much?"

First, this is an excellent question because I think it's very tempting for service providers to give stuff away because there's no "cost" of delivery. Sometimes the clients don't value it because it's just "advice", but even more often the provider themselves doesn't value their own expertise. But your expertise does have value, and should be priced accordingly by you and valued accordingly by clients.

That's not to say you shouldn't give things away; but do it (a) on your own terms, and (b) as part of a strategy.

I suggest you work backwards. Rather than asking how much to give away free, start by looking at your paid services and figure out a marketing and sales strategy for them.

For example, you might decide that a free trial coaching session is the best way to get coaching clients. Fair enough, but it's not the only option. A really good testimonial from a happy client might also work. Or a direct referral from a happy client. Or an endorsement from your mentor to their network. Or an introductory seminar or webinar. Or a great book you've written. Or the diagnostic tool you're planning. Or a special report that's been passed around virally. Or a YouTube video.

Some of these might be free; others might be for a fee. But don't judge their effectiveness on the price alone.

For example, I run regular webinars. Members of my (paid) membership site get the webinars free; and I'll sometimes open them up to non-members as well, but usually for a fee. Some of those non-members are attending the webinar to get a taste of my expertise before becoming a member or buying consulting services. They are happy to pay the one-off webinar fee before making a bigger commitment.