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

Posted · 5 Comments

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.

5 Responses to "Why $300 per Hour Consultants Give Away Everything They Know for Free."
  1. Agree with you on this one Walter. Putting your knowledge on display is an unquestionable way of advertising that knowledge.

    Knowledge is just one component; you still need to have experience and time available to make use of that knowledge and experience…

    …and not everyone has the time or the ability to make use of the knowledge we throw out into the public domain. So consultants who share become more in demand, not less.

  2. Jaan Orvet says:

    True words. As a bonus, sharing tends to make clients more receptive to other, paid for, advise as well. One of my clients confided that when they saw me sharing ideas freely, they knew I wasn't trying to squeeze every last penny of out of them (which of course I wouldn't do anyway). Sharing is a win-win.

  3. Thank you for those kind words. I am currently running on steam as there have been changes to both Facebook and YouTube over night and I am considering how these changes might effect current tests. I hate change in the middle of a test period.. makes posts about the findings that much less confident.

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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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