Why $300 per Hour Consultants Give Away Everything They Know for Free.

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As you may know if you’re reading this blog every now and then, I can sometimes be quite critical of how agencies do not make use of the ecosystem of the web (primarily activity usefulness and search). And even though I may not be able to contain myself in the future, I will try to turn criticism into something useful.

A couple of days ago I got a pingback from The Church of Sweden prayer campaign (one of the campaigns I’ve criticized for completely neglecting search). In the post that linked to me they explained that they had now created an HTML fall-back for the site, and that they should now be search optimized. Though the fall-back was far from optimized, they had at least made an effort, so instead of attacking it (old Walter) I provided some free ideas of how to improve it (new Walter :) ).

My friend and business partner Simon Sundén did the same thing with a campaign from Lowe Brindfors, an agency that I’ve written about earlier as well. Great stuff, and things that would seriously improve the site. He’s helping them, which is awesome. He charges nothing, which is counter-intuitive but actually makes a lot of sense when you think about it for a bit. More on that later.

I had this conversation with another of my friends and business partners Jesper Åström the other day. We discussed how there is really no point in holding back any knowledge, because ultimately, the more you share the more valuable your brand. It functions much like gossip economics. Jesper, who has a VERY content rich blog where he shares some real heavy duty knowledge, is a great example of this.

Like I said before, I know this may sound counter-intuitive when considering the old model of thinking about business, but if you think about it a little more, the information itself is really not that valuable. In fact it’s free and out there on the web already. What IS valuable is trusted advice, and that kind of trust is build by – you guessed it – sharing what you know.

About the Blog

This blog is written by Walter Naeslund and has been around since 2007. The blog is about the journey of starting an advertising agency and a sneak peek behind the scenes of what goes on at the Honesty HQ in SoFo, Södermalm. It is also a blog about communication & technology. The blog has gathered almost a thousand posts over the years with several longer and shorter breaks. Welcome and enjoy.
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