Giving it up for free.

My thoughts on Doing Free Work — From a $2M-a-Year Agency

I hate, hate, hate doing free work.
Buuuut... I’ve done plenty.

I’m over a decade into running my content production studio.
I built it from zero to a $2 million-a-year agency pretty fast — with over 10,000 photo shoots under our belt, and countless other creative projects.

And let me tell you — I’ve learned a lot about "free".

My beliefs around it have changed over the years — and evolved through real-world feedback.

Here’s what’s worked for me — again, based on my agency’s work across photo, video, copy, sketching, editing, and design.

Early Days: The Gamble

When I first started, I gave away a few freebies. It cost me money to hire crew and time to produce.

Sometimes it worked.
Most of the time, it didn’t.

Back then, if a potentially big client asked me to do the first job for free — on the “promise” of more work — I’d take the gamble.

Today, if that same situation comes up?

No thanks. Not interested.

Doing free work from the outset, as a "prove it" deal, has just never worked out for me.

Now: Two Scenarios Where Free Work Does Make Sense

These days, I only offer “free” work in two very specific scenarios.

(Actually — I call it investment work. Because even when it’s free, I still expect a long-term return. Nothing in this world is truly free.)

1. The Influence Play

This might show my age, but I was around when Tamagotchis first hit schools.

(If you don’t know what a Tamagotchi was — before mobile phones, they were little handheld digital pets you had to feed and keep alive. Huge trend. Over 91 million units sold.)

Now — I heard a genius marketing story about that. Maybe it’s bullshit. Maybe not. But it stuck with me.

Apparently, the company sent a bunch of Tamagotchis to schools and gave them to the most popular kids.

When the cool kids had them — everyone wanted one.

It was an early version of influencer marketing.

They did the same thing with fidget spinners.
And now, of course, brands pay influencers to market their stuff.

Personally? Screw paying influencers.
That’s not for me.

But — if I want to break into an industry, I will look for the influential players in that space.

If I see someone with genuine, organic influence, I might consider doing something for free — as long as I can leverage that influence.

And to be honest — even then — it’s a big maybe.

But I say this because one of the biggest boosts to my business early on came from landing the #1 most influential player in an entire industry.

Once we did work for him, my phone rang off the hook.
Everyone wanted what he had — and they were willing to pay for it.

He didn’t ask for free work. But if he had?
And I knew what I know now?
I probably would’ve considered it.

Do with that what you will.

2. My Favourite — Free Work for Existing Clients

This one’s a hell yes from me.
And I still do it. All the time.

Why give free stuff to existing clients?

Simple.

• They’re loyal to me — and I believe in the law of reciprocity.

• It’s a way I show appreciation and say thank you.

• I want them to win. If I see one of their competitors gaining ground, I’ll throw extra resources behind my client — even if we don’t get anything in return.

• It’s a great way to innovate and test new creative ideas. If it works, I look like a genius. If it flops — it was free anyway.

• I believe in the lifetime value of a client. My #1 client has probably spent close to $400k with me over the years. You think a free video now and then is going to make a dent in that?

• It’s great for referrals. A free video might not cost the client money — but it can cost them another commodity: connections. I give them value, and in return, they introduce me to people they trust.

Final Thought: Know Your Value

Always charge what you’re worth — based on the outcome your creative work provides.

If a client ever says,
“Oh, these guys said they’ll do it for nothing.”

My response?

“Well, at least they know their value.”

And that confidence often makes all the difference.

Use this however you want, my friends.

If you need to use free work to get new clients, be strategic about it — and reserve it for those with real influence.

But in my experience?

Save your free work for your loyal clients.
Invest in the people who already trust you.

And you’ll turn them into clients for life.

Good luck.
Keep creating.