“Pay What You Want” and Free + Upsell Strategy
Not all pricing needs to be fixed. In fact, if you're just starting out or building an audience, flexible pricing can help you build trust, get feedback, and attract more people into your world.
Two powerful strategies to consider are:
- Pay What You Want (PWYW)
- Free Product + Paid Upsell
Both can be extremely effective when used with intention.
Pay What You Want (PWYW)
PWYW lets the customer decide how much to pay. You can set a minimum price — or let it be completely open.
It’s a bold move, but it can work especially well when you're:
- Building an audience
- Testing a new product
- Creating goodwill or encouraging sharing
Why it works:
When people feel emotionally connected to your message, they often want to support you. Giving them the freedom to decide builds trust and curiosity.
Real-world example:
You offer a short guide on “How to Price Your Digital Product” and make it PWYW with a $0 minimum. Some people will grab it for free. But many will pay $3, $5, or even $10 — simply because they found it valuable and want to support your work.
Best used for:
- Lead magnets
- Entry-level products
- Bonus resources or extras
Tip: PWYW works best when you're generous with your audience — and transparent about why you’re using it. You can even say, “This is free if you need it, but if you found it helpful, feel free to support with any amount.”
Free Product + Paid Upsell
This is one of the simplest, most reliable pricing flows — and ideal for new creators.
You give away something small but valuable for free (like a checklist, mini-guide, or template), and after they claim it, you offer a related paid product that goes deeper.
Why it works:
- Low friction — people love free value
- Builds trust and warms up new leads
- Creates a clear path to the next step
Example Flow:
- Someone downloads your free “Ebook Launch Checklist”
- On the thank-you page or in the follow-up email, they’re offered your full “Ebook Creation Kit” for $29
Because they’ve already said yes once, they’re much more likely to buy something right after.
Best used for:
- Intro products
- Bundles
- Product launches
- Turning traffic into buyers
This is the foundation of many Entrepedia playbooks. Start with value, then offer a clear next step. Don’t try to sell everything at once. Guide your customer through the journey.
Why These Strategies Work So Well for Beginners
When you're just getting started, your biggest challenges are visibility and trust.
Free products and flexible pricing remove the pressure. They allow people to experience your work without risk — and that’s exactly what many need before they commit to buying.
These strategies also let you:
- Build your email list
- Get feedback and reviews
- Test demand before a big launch
- Create momentum without needing a big audience
In the early stages, your pricing isn't just about revenue — it’s about access. Every time someone downloads your product or engages with your work, you're building a relationship. And it’s those relationships that lead to long-term growth.
That’s why models like “Pay What You Want” and Free + Upsell aren’t just clever pricing tactics — they’re trust-building tools. They lower the barrier to entry and give people a chance to say yes with zero pressure.
But here’s the key:
Free should never feel cheap.
In fact, a high-quality free product can become your most powerful marketing asset. It shows your expertise, creates goodwill, and proves that what you’re selling is worth paying for.
If someone thinks, “If this is what I get for free, I can only imagine the value inside the paid offer…” — you’ve done it right.
Let your pricing reflect both generosity and strategy. Use free offers and PWYW to build the bridge. Then, once they trust you, make it easy for them to walk toward your paid products.
Free and flexible pricing aren’t about lowering your worth — they’re about lowering the barrier to trust.