Ep 9 - How Much Should You Give Away for Free and How Much Should You Save for Paid Clients?

 

 

 Ooh, this is such a brilliant question – and one that I get asked all the time, as a health business coach:

“How much should I give away for free and how much should I save for my paid clients?”

 

And isn’t it such a dilemma?

Because as healthcare professionals, we want to be helpful and share our expertise…

But we also need to make a living. (And yes, you deserve to!)

 

Shall I give you the short answer? 

It’s perfectly okay to give away your best content for free…

BUT – only if you do it strategically!

 

The key lies in knowing:

• What to share
• When to share it
• And where to share it 

 

So that your generosity works for your business and not against it.

 

In this blog, you’re about to discover:

1. Why generosity marketing IS an effective approach
2. The stages of awareness and how to tailor your content to meet your audience where they are
3. How to strategically use free content to build trust, nurture relationships, and ultimately convert browsers into excited buyers

By the end, you’ll understand how to strike the perfect balance between free and paid content to grow your business while staying true to your values.

So let’s get going!

 

Generosity Marketing: Why Giving Works

A few years ago, a business coach introduced me to the concept of generosity marketing. 

It’s a powerful strategy rooted in the principle of reciprocity: 

When someone gives you something valuable, you feel inclined to return the favour.

 

For healthcare professionals, generosity marketing feels natural because it aligns with our core values of helping and educating others. 

 

By freely sharing your knowledge, you:

• Build trust with your audience
• Establish yourself as an authority in your niche
• Foster feelings of connection and goodwill

 

But here’s the catch: 

Won’t giving away my best content for free stop people from paying for my services?

 

In truth – no, not at all! And here’s why:

 

1. Information is Everywhere

The reality is…most of what you know is already available online!

People can Google their questions or ask an AI tool for answers, but they’ll still struggle to get results because information alone isn’t enough.

 

2. Implementation is the Key

What makes you better than a Google search result is your ability to help people interpret, personalise, and implement that information. 

Your clients aren’t just paying for your knowledge – they’re paying for your guidance, support, and accountability. 

That’s where the true value lies.

The 5 Stages of Awareness

Have you heard of the 5 Stages of Awareness?

Understanding this is going to help you on your way, so let’s dive into it!

 

To share your content strategically, you need to understand where your audience is in their journey. 

They may be at one of five stages. 

 

The stages of awareness, first described by Eugene Schwartz in his book Breakthrough Advertising, provide a framework for this.

Schwartz identified five stages people go through before making a purchase. (It’s such an eyeopener!) 

When you’re clear on these stages, you can tailor your content to meet your audience where they are…

And guide them towards becoming your paying clients.

 

Stage 1: Unaware

At this stage, your audience doesn’t know they have a problem – or a desire they want to fulfil. 

They’re not actively looking for solutions because they don’t yet realise they need one.

 

Key insight: This is not the time to sell. You’re not in the convincing game!

 

What to do instead:

Focus on creating content that raises awareness gently. 

You can use storytelling, relatable scenarios, and thought-provoking questions to plant a seed of curiosity. 

Your goal is to make your audience think: 

“That sounds familiar—maybe that’s something I need to learn more about.”

 

Example:

An ‘I know what it's like’ style relatable social media post works well here. 

Here’s an example I’ve used: 

“Ever felt like you’re making five different meals at dinner time just to keep everyone happy? You’re not alone—many families face this challenge!” 

This approach sparks curiosity without overwhelming or pushing your audience.

They can see themselves in your story. 

 

Stage 2: Pain/Problem or Desire Aware

Here, your audience realises they have a problem (or a goal) but they don’t yet know what to do about it. 

They’re feeling the pain of their situation or the pull of their desires but haven’t started exploring solutions.

 

Key insight: Show empathy and build connection.

 

What to do:

Focus on understanding their struggles and aspirations. 

Create content that makes them feel seen and understood, while gently introducing the idea that solutions DO exist.

 

Example:

A short social media reel that’s placed on the ‘for you’ page or a helpful blog post titled: 

“Why Your Toddler Refuses to Eat Vegetables and What You Can Do About It” 

This acknowledges their struggle and introduces them to the idea that change IS possible.

 

Stage 3: Solution Aware

At this stage, your audience knows there are solutions out there (phew!) but they haven’t decided which one is right for them.

 

Key insight: Position yourself as the trusted expert.

 

What to do:

Provide actionable, helpful content that demonstrates your expertise. 

This is also the stage where you introduce your fantastic, handy lead magnet – a free resource that provides a quick win and gets them to join your email list.

 

Example:

A freebie like “The Ultimate Toddler Meal Plan” shows that you have practical solutions to their problems and gives them a taste of what it’s like to work with you.

They’ll be getting excited to find out more!

 

Stage 4: Product Aware

Now we’re getting warmer! Because your audience knows about your solution – yippee! Though they’re also aware of other potential solutions. 

They’re busy comparing their options and deciding which one to choose.

 

Key insight: Build trust and showcase your unique method.

 

What to do:

Share your glowing testimonials, case studies, and success stories that highlight the results you’ve helped others achieve. 

Make sure you address any objections or concerns your audience might have too. 

 

Example:

A webinar that walks them through your process for overcoming fussy eating, featuring real-life success stories and a live Q&A session.

 

Stage 5: Most Aware

We’re nearly there!

At this stage, your audience is ready to buy…but they still need some reassurance before making the final decision.

 

Key insight: Remove those barriers to action!

 

What to do:

This is your time to shine! Provide clear, compelling reasons to choose YOUR wonderful solution. 

Offer guarantees, FAQs, and easy ways to get started.

 

Example:

Create a sales page for your program with testimonials, a money-back guarantee, and a breakdown of exactly what your buyer get when they sign up.

 

How to Use Free Content Strategically

Free content is an essential part of generosity marketing – and I know you’re generous!

But let’s make sure you share free content strategically to move your audience through the stages of awareness (on their way to becoming a happy buyer).

 

Here’s how you can align your content with your audience’s journey:

 

1. Meet Them Where They Are

 Create content that matches the stage of awareness your audience is in. For example:

• Use social media to connect with those in the Unaware and Pain/Problem Aware stages
• Use blogs, podcasts, and YouTube videos to engage those in the Solution Aware stage
• Use webinars and email campaigns to nurture those in the Product Aware and Most Aware stages

You see – it’s easy when you know how!

 

2. Focus on Building Relationships

The purpose of your free content is to build trust and deepen your connection with your lovely audience. 

Share valuable insights, offer quick wins, and be consistent in showing up.
 

 

3. Guide Them to the Next Step

Don’t forget that call to action!

Every piece of content should have a clear call to action that moves your audience closer to becoming paying clients. 

 For example:

• A social media post might encourage them to download your freebie
• A blog post might invite them to book a discovery call
• A webinar might present your program as the next logical step

 

Don’t let your free content go to waste by missing out that next action step.

 

Addressing the Freebie Hunters

There will always be people who are just in it for the free stuff!

It’s inevitable that some people will consume all your free content and never buy anything. 

And that’s okay. They’re not your ideal clients.

 

Your ideal clients are the ones who:

• Engage with your free content
• Recognise the value of your expertise
• Are ready to invest in their health and take action

 So you can focus your energy on these people – because they’re the ones who will benefit most from what you can offer.

 

Action Steps

Now, I know you’re an action taker…

So to help you to turn this blog into something you can take action on, let me share 3 steps you can take right now:

 

1. Audit Your Content

 List your existing content and categorise it according to the stages of awareness. (Make a chart, if you like!)

Identify any gaps and consider where your content is being shared. Are you meeting your audience where they are?
 

2. Engage in Social Listening

 Spend time on social media, forums, and Facebook groups to understand your audience’s common questions, struggles, and desires. 

Listen to their exact words. 

This will help you create content that resonates deeply and makes sense to them.
 

3. Create a Lead Magnet

 If you haven’t done this yet, it’s time! 

Choose one area of your expertise and turn it into a free resource, such as a checklist, guide, or video series. 

Use this to attract your ideal clients and start moving them through the awareness stages – getting them ready to invest in you.

I have a whole episode on lead magnets that you can watch, listen or read here!

Final Thoughts

Giving away your best content for free is not only okay – it’s essential for building trust, authority, and connection with your audience. 

By understanding the stages of awareness (which you now do!) and tailoring your content strategically (which you will) you can use generosity to grow your business AND stay true to your values.

 

What’s Next?

I love that you’re keen!

In the next episode, we’ll dive into The Roadmap to Growing a Successful Healthcare Business. 

I’ll share the EXACT steps you need to take (and in the right order) to scale your business, attract more clients, and create a thriving, sustainable practice.

See you there…

 

Grab The Master Plan!

Ready to build the business you’ve always dreamed of?

This step-by-step workbook will walk you through exactly what you need to focus on and when. You'll get my expert knowledge as a health business strategist.

This guide really is your master plan to business success! Grab your free copy, right here…https://www.sarahalmondbushell.com/master-plan

 

Connect with me here:

Instagram: https://www.instagram.com/dietitiansinbusiness/

Facebook: https://www.facebook.com/dietitiansinbusiness

YouTube: https://www.youtube.com/@BeyondTheClinicPodcast

 

Episode transcription:

[00:00:00] Sarah Almond Bushell: In this episode, I want to answer one of the most common questions that I get asked as a health business coach. And that is, how much should you give away for free and how much should you save for your paid clients? The short answer is it's totally okay to give away everything for free, but the slightly longer answer is you've got to be really conscious about what you're saying, when you're saying it, and where you're sharing your best information.

[00:00:30] Sarah Almond Bushell: Let me explain. So a few years ago, a business coach of mine introduced me to a concept called generosity marketing. And this is where you're essentially being extremely generous with your advice in order to build trust and authority. And essentially it's operating from a place of abundance rather than scarcity.

[00:00:51] Sarah Almond Bushell: Now, generosity marketing is based on the sociological theory where when someone is generous or gives you something, you naturally feel inclined to return the favour. So when you're a health business owner holding an abundance of knowledge and expertise, the idea is that when you share this with your potential customers, this quickly translates into trust and leads to feelings of connection.

[00:01:18] Sarah Almond Bushell: And when the relationship deepens, The customers will follow. So I imagine that just like you, one of my core values as a healthcare professional is to help people. And so being generous with my knowledge is second nature. I absolutely love this marketing concept. A second part of this question I often hear is you know what, if I give this all away for free, why on earth would they buy?

[00:01:47] Sarah Almond Bushell: And I get it. It doesn't make any sense, does it? But what I want you to remember, and this is even more apparent since COVID and the explosion of the online space, is that Information is everywhere. There's actually very little information that isn't in the public domain. So what you know about your specialist area isn't actually unique.

[00:02:12] Sarah Almond Bushell: Now, I'm sorry if that sounds a little bit blunt, but it is true. It is a fact. If you think about it, people can type their questions into Google and scroll the search results and they'll find answers. And then since the advancement of AI, people now just. Ask their AI tool and the answer is literally presented to them within seconds.

[00:02:36] Sarah Almond Bushell: But yet, despite this abundance of information, people still struggle with their health. And that's because of the lack of support with interpretation, with personalization, and implementing that information. And that is exactly where our services fit in. Earlier I alluded to the fact that you need to be really conscious about what you're saying, about when you're saying it, and actually where you're sharing your best advice.

[00:03:06] Sarah Almond Bushell: We need to give away this stuff for free, but in a really strategic way that actually helps your business grow and scale, and actually what that comes down to is the what, the where, and the when. Let me explain this in more detail, and in order to do so, I'm going to teach you about the stages of awareness that people go through as they move through the buyer journey.

[00:03:30] Sarah Almond Bushell: Now, the stages of awareness, this is a concept first described by a chap called Eugene Schwartz Back in 1966, in his book called Breakthrough Advertising, and as a side note, this book is extremely rare. It costs somewhere between 500 and a thousand pounds to buy, and that is in used condition. It is incredibly rare.

[00:03:53] Sarah Almond Bushell: But essentially, he identified that there are five stages that humans go through on their buying journey. So the first stage is when they are completely unaware and you know what, we are not in the convincing game and so we're not going to try and pitch our offers to people who are totally unaware that, they need anything.

[00:04:15] Sarah Almond Bushell: The second stage is when they're in pain Or they have a problem or perhaps it's a desire that they're looking for. So they're aware of their pain, they're aware of their problem, they're aware of where they want to get. They know there's an issue and they know exactly where they'd like to be but they don't know anything more than that at this stage.

[00:04:37] Sarah Almond Bushell: Stage three is when people start to become solution aware. They know they've got their problem, they know where they want to go, and they're starting to understand the possible solutions that might help them achieve that goal. Stage four. Now, this is when people are product aware. This is when they're aware of your solution, what you can offer them.

[00:04:57] Sarah Almond Bushell: In order to reach that goal, but they're also aware of everybody else's solution as well. And step five is when they are most aware. So this is where they're weighing up the pros and cons of your solution. They're looking at your testimonials. They're looking at your success stories. They're looking to see if you can overcome their objections and they're in that sort of decision making stage.

[00:05:22] Sarah Almond Bushell: So now you know the five stages of awareness, I think it's pretty clear that what you say is going to be different to people depending on the stage of awareness that your potential client is at. For example, if you start talking about your course or your consultations or your program when people are only at the pain or problem aware stage, they don't even know that a solution exists, let alone.

[00:05:48] Sarah Almond Bushell: Your solution. And so what's going to happen is they're just going to scroll on by thinking, Oh that looks very nice, but it's not for me. And so we need to tailor our information at each stage in order to effectively meet people where they're at and help them take their next step on that journey to go from potential client to So, I'm going to give you an analogy to really help you understand this concept.

[00:06:17] Sarah Almond Bushell: And, as I'm a dietitian and I love food, I'm going to use the restaurant example. Stage one, we said this was unaware. Say I have just arrived. On an aeroplane to New York City for the first time, I'm not particularly hungry, I'm not thinking about eating, but I pass by several restaurants that look charming.

[00:06:36] Sarah Almond Bushell: But you know what? I don't give them much thought. Now, if a waiter suddenly jumps out and starts encouraging me into his restaurant, telling me about the delicious dishes on offer, I'm going to cross the road. I don't want to eat and I certainly don't want to be convinced into going in. Stage two. So this is when people are pain or problem or desire aware.

[00:06:58] Sarah Almond Bushell: The day goes on. I've walked the length of Manhattan Island. My stomach starts to rumble and I realize that, you know what, I might want something to eat, but I'm not quite sure what yet. I notice some signs pointing to the various restaurants and food trucks offering different types of cuisine. Stage three, so this is the solution aware stage.

[00:07:20] Sarah Almond Bushell: I've decided to stop and take a look at a few options. I've read a couple of menus displayed outside of restaurants. I'm weighing up my choices. Perhaps I'm in the mood for something light and refreshing like a salad or actually something rich and hearty like a bolognese. Stage four is product aware. At this point I've narrowed down my choices and I've decided I want an Italian restaurant.

[00:07:44] Sarah Almond Bushell: Now I'm looking at Francesco's pasta and Bianca's pizza restaurant. I know what each restaurant offers and I know what I can expect from my selection. And then stage five, most aware, I'm in the restaurant that I've chosen, the one that I fancied most of all. I went for Francesco's pasta and I'm deciding now between a couple of dishes.

[00:08:05] Sarah Almond Bushell: Shall I go for spaghetti bolognese or carbonara, red wine or gin and tonic? I have a few questions as well, will they take cards or will I have to use some of my US dollars? Will they let me box it if I can't eat it all or will I have to leave my leftovers behind? I'm looking for confirmation here that I'm making the right choice.

[00:08:25] Sarah Almond Bushell: Tying this back to the what, the where and the when, at the pain and problem stage, we need to show people that we understand their problem and their desire or where they want to be. We need to be relatable. We need to say, you know what, I know what you mean. I get how this feels. I understand what it's like.

[00:08:47] Sarah Almond Bushell: Now, people in this phase, in the main, are on social media. They might be typing questions into Facebook groups. They might be chatting on forums. And we need to, first of all, reach these people by getting them to stop the scroll and encourage them to interact with us. And we can do this through questions, through polls, through comments and DMs.

[00:09:06] Sarah Almond Bushell: We can direct them to our freebies, our blogs. Podcasts or videos, which actually helps them become solution aware. Now at the solution aware stage, they get that their problems can be fixed or that they can achieve their goal. And so what they do here is they actually start typing questions into Google.

[00:09:27] Sarah Almond Bushell: So our content here needs to pop up in the search results. So this is going to be our blogs. It's going to be our blog posts. Podcast transcripts. It's going to be our YouTube videos. It's our long form, more in depth how to content. So it still needs to be specific to them and it needs to be relatable too, so that they get there in the right place.

[00:09:49] Sarah Almond Bushell: This also includes our lead magnets that we might mention on our podcast or in our video, or we might have an embedded form in our blogs. And this lead magnet will help them solve a small part of their main problem, but crucially, it gets them onto our email list. So now they're on our list, they are receiving our weekly, at least weekly, value packed emails.

[00:10:14] Sarah Almond Bushell: So we can start to make them aware that we have a solution, our solution for their main problem. And so this is what helps them become product aware. And then when the time is right, you might invite them to a webinar, Or a three day challenge. Or a discovery call. And this is when you make them most aware, because you're telling them about your course or your program, your unique method, you're addressing any concerns or questions that they might have.

[00:10:43] Sarah Almond Bushell: It is fair to say, in relation to this main question about how much should you give away for free and how much should you save for your paid clients, it is fair to say that there will be some people In your audience who inhale everything you publish and never go on to buy. It is inevitable. We all have them.

[00:11:04] Sarah Almond Bushell: What I would say here is these people are not your ideal client. They're freebie hunters. They probably consume your competitor's free content as well. They are stuck in that inaction stage because they haven't invested in the support with the implementation. So they just keep coming back for more and more.

[00:11:24] Sarah Almond Bushell: And I often think to myself, you know what, Sarah, these are people who actually could be quite difficult to work with. They're not my ideal client. Okay, so now you know it's totally okay to give away your best stuff for free, but I've shared with you this beautiful concept of generosity marketing, and I've also told you that you need to be strategic with it.

[00:11:49] Sarah Almond Bushell: You now know about the five stages of awareness and the purpose of your content is to find more people or have them find us. To really engage with those people when they're on social media, but we want to move them off social media and onto our email lists.

[00:12:05] Sarah Almond Bushell: We can do this directly or via our blogs and podcasts and YouTube videos. You need a plan for how you're going to communicate to all of those people on your email list as well. And you also know that if you take a scattergun approach and give away your free stuff without actually having any strategy behind it, you're not going to be able to move people along the stages of awareness and their customer journey.

[00:12:32] Sarah Almond Bushell: So this episode has been a little bit of a conceptual one with some juicy marketing theory to understand it. To turn this into something tangible, I've got three action steps that you can now choose to take. Number one, just take a moment to list out the content that you currently have or you're planning to create.

[00:12:53] Sarah Almond Bushell: And I want you to categorize them according to those stages of awareness and just identify, have you got any gaps? Are you posting this content in the right place? Here's a little hint for you. Most business owners. Use social media all wrong. Number two, I'd also encourage you to do some social listening.

[00:13:14] Sarah Almond Bushell: This is just spending time on social media, not necessarily posting, but actively engaging. You want to be reading people's comments. You want to be participating in discussions and understand the common questions and concerns that your potential clients have. This will help you get to know those pains and those desires much more deeply, and it'll also help you start to build potential relationships with people and, crucially, get noticed.

[00:13:44] Sarah Almond Bushell: And then number three is to choose one aspect of your expertise and create a free resource around it. So whether that's a downloadable guide or a short video series, just repurpose what you've already got, something that you already use with clients, and offer it for free through social media channels, through your website, obviously in exchange for an email address.

[00:14:09] Sarah Almond Bushell: And this is a real great, hands on, Generosity marketing in action. So I hope you've enjoyed this episode today. I would love for you to join me next time when I'm going to take you through the exact steps or roadmap to growing a successful healthcare business. See you then. Bye for now.