Why Giving Away Your Work is the Foundation of a Thriving Creative Business
Free is one of the most powerful tools in your digital (and Soul Proprietor) toolkit
The Challenge?
Most creators stop before they even start.
Fear of judgment. Fear of failure. Fear of being ignored.
The blank screen is merciless. And so, many ideas die before they’re even shared.
But starting isn’t the only hurdle. Some creators post, hoping and looking for validation.
But when the likes, comments, and shares don’t come, it feels like shouting into the void.
The dopamine hit of social media approval doesn’t arrive. Comparison bias creeps in.
“Why does their work take off while mine languishes in the sound of crickets?”
That’s when the real doubts settle in:
👉 Am I just wasting my time?
In my two-and-a-half years of building online and posting almost daily on multiple platforms, I have seen most people who start writing online (with business aspirations)… Stop.
Usually within the first few months.
Then… add in this idea of FREE…
And… 😱
The idea of giving away your work for FREE often feels counterintuitive.
“Won’t they just take, take, take and leave?”
It’s a totally natural fear.
But, in this increasingly digital-dominated world, clinging to your expertise probably won’t grow your audience, impact, or business.
The Solution?
I subscribe to a Red Hot Chili Peppers’ philosophy — the image above is adapted from one I used in a Box Cutter Co. post in March ‘23.
“Give it away, give it away, give it away… Now!”
I didn’t build over a thousand email subscribers by hiding my work behind paywalls.
I gave it away for FREE—strategically, intentionally, openly. (I still do).
The Power of Social Media (It’s Free)
Every social media platform is free to post on.
Think about that.
You have access to billions of potential readers—at no cost.
Platforms like LinkedIn, Twitter, Facebook, Instagram, etc. offer mass reach without an ad budget. Zero start-up costs.
Medium and Substack are similar - zero to minimal start-up (and operating) costs.
One catch?
You have to show up. Steadily.
When I first started posting online regularly (mid-2022), I was hesitant.
What will my colleagues think?
What will my family and friends think?
I dumped those concerns quickly.
The quickest and simplest way through those concerns is to keep posting, broaden your connections, and amplify your opportunities.
Now, over two years later, those same “free” platforms (social media) have brought me contracts, subscribers, collaborators, and most important for a business… revenues.
Using Social Media as Marketing Channels
Two Free educational email courses have become cornerstones in my creative digital business, and I use social media to get the word out.
1. The Solopreneur Thinker Course
A 5-day crash course for creatives who want to think deeper and build intentionally.
This short 5-day course highlights how to build a digital business and shape the mindset that will sustain it (for example, through the quiet, the crickets, and doubts — as these are real and prolific)
Over 200 people enrolled in the course in the first month, and many more still enrol monthly. It’s completely FREE. No catch, no spam.
It’s pinned to my X (Twitter) profile and mentioned regularly in posts, articles, and stories on many platforms.
Many folks who subscribe to Box Cutter Co. have taken this Free course. Thank you to those who have taken the course and remain subscribers here.
2. The Learning Journal Crash Course
My doctoral research and dissertation were based on using Learning Journals in critical self-reflection, as well as personal and professional development.
In the first 8 to 12 months after walking away (in early 2022) from a secure career in the corporate public sector — I often posted (on multiple platforms) about Learning Journals.
These often picked up positive signals.
I took those positive signals (from monitoring data on social media posts) and developed a FREE hands-on guide to leveraging reflection as a creative superpower. 👇
We market this Free course through our educational social enterprise, Humanity Academy.
Hundreds of people have taken the Free course and offered fantastic feedback.
Based on that, I added to the Free course and developed and published a paid course: Learning Journals 101 (Shift your thinking, Change your life).
This course has been picking up some speed in recent months.
Here’s the irony: giving away free, high-value content doesn’t devalue your work.
It amplifies it.
Common Objections to Freemium (and Why They’re Wrong)
Last year, I was invited to a local radio station for a live interview.
One of the questions from the interviewers essentially scoffed at the idea of “Free.” It’s objection 1 of at least 4 I regularly hear:
1. “Free?! How is that any way to run a business?”
Free builds trust, credibility, and reach. Paid opportunities follow naturally.
2. “Won’t people just take the free stuff and never pay?”
Some will, but those aren’t folks you want around long-term anyway. The right folks in your audience and readers will see the value and invest in more.
3. “Doesn’t free content make your work seem less valuable?”
High-quality free content shows confidence in your expertise. It’s a sample of what you can offer at scale.
4. “If you give away too much, won’t there be nothing left to sell?”
Free solves surface-level problems — paid content dives deeper or provides personalization.
Why Freemium Works
When you offer something valuable for free, at least three powerful things can happen:
1. Trust builds.
By offering value upfront, you can demonstrate your priority is to provide genuine assistance, not just make sales.
2. You gather data.
Every post, download, comment, or share tells you what resonates—and what doesn’t. Similarly, posts echoing with the sound of crickets? (Also critical data).
3. It’s an invitation.
Free content becomes an entry point for deeper engagement, leading to paid products, services, or collaborations.
One of my larger Ghostwriting and educational consulting contracts started because someone followed me on LinkedIn and then reached out inquiring about my assistance.
How You Can Start (or Continue on Freemium)
1. Pick a niche problem you can solve.
What’s one thing you know well enough to teach or share?
For example, for me Learning Journals were fresh on my mind (I completed my doctorate in 2021).
I’m not a fan of “niching down” in terms of a persona or ‘brand’ — but sometimes, niching down on topics is very beneficial.
2. Start by creating one small, free resource.
A document or template, a checklist, or a webinar. For me, it’s included 5-day educational email sequences.
On top of Free educational email courses and thousands of social media posts, I also have free resources on Gumroad (never downloaded).
We also have free resources on our Humanity Academy website (7 Free educational emails, documents, and more).
3. Share it steadily (even relentlessly)
Post on LinkedIn, Medium, Facebook, Instagram and/or Twitter and invite engagement.
Every post provides you with data and an opening for opportunities.
An Example
I use a service called Shield to analyze my LinkedIn activities. They recently updated their app and analytics.
Here’s a screenshot of my activities and post performance from last month.
Almost 37,000 Impressions.
Lots of engagement, and an estimate that my activity had an “earned media value” of about $1,300. (You might also notice I had 66 posts over the month)
Social media platforms are very powerful marketing channels. If you remain active, steady, and engaged — opportunities and reach build.
Your Turn
Do you have barriers stopping you from creating and giving away something today?
Free isn’t a loss or a waste. It’s a serious investment in long-term profitability.
Consider starting small. Starting with Freemium. Starting now.
Thank you for stopping in for a read. Reach out anytime with questions. Like what you read, drop a ❤️.
Box Cutter Co. is a reader-supported publication.
Thank you to those who continue to be paid subscribers. If you’re a regular reader, please consider becoming a paid ($5/month) subscriber (it helps fuel the delivery of more Freemium products. :)