Free, but…

The Hotpot | March 2026 | By Lisanne

28.3

Who doesn’t love free? Free feels generous.

Like a brand is giving something away with nothing in return.

But it rarely is.

Free is often a strategic choice. Many marketers use free as a megaphone. More reach, more clicks, more people.

But more doesn’t always mean better. Using “free” to attract everyone is like a fishmonger pitching bargains to a crowd of vegetarians. The messaging will attract attention, but it might not find the right audience.

Smart brands do the opposite. They use free as a filter.

A compelling free offer asks for something in return: an email address for a 40-page e-book. A trial that requires setup. This type of “free” asks for someone’s time, attention, curiosity. Maybe even a bit of effort.

And that’s where something interesting happens:

Only those who actually care opt in.

They give up personal information to get the free e-book because they want to learn something. They invest time figuring out the setup because they want the trial to work—and to save them time.

That’s selection.

Free stops being bait and starts becoming a signal:

“This is for you—but only if you’re willing to show up.”

And when someone shows up, the relationship changes. They’re no longer a random visitor. They’ve made a small investment.

That’s where the value is.

Not in lowering the barrier for everyone,
but in raising the relevance for the right ones.

To use “free” not as a tool of expansion, but as a tool of selection.

Free doesn’t work because it costs nothing.

It works because it asks something in return—
and makes that feel worth it.

Thanks for reading! The question of today:

Which “free” thing did you recently take the time to use?

Let me know in the comments.

Curious to see more reflections like this? Click through to see the rest of the series on entrepreneurship. I’d love to hear what resonates with you.