In this short monologue for the "On a Roll"/"Honor Roll" series, Mike Michalowicz explains why businesses should give away their best content for free. He argues that audiences split into two groups: DIYers, who seek information online and, when helped with high‑quality free resources, become enthusiastic promoters of the source; and Non‑DIYers, who attempt the task, fail, and then hire the expert who provided the original content. By offering the best material for free, a business creates a win‑win situation: DIYers spread word‑of‑mouth marketing, while Non‑DIYers become paying clients after trusting the brand’s expertise. The talk is delivered in a conversational, slightly humorous style, with sponsor acknowledgments interspersed.
Chapters
Welcome to On a Roll. And now, here's your host, Mike Michalowicz. When it comes to giving away free content, you want to give away the best stuff you have. I'll explain in a second. Thank you for coming to this episode of Honor Roll. And double thank you to my corporate partners. Thank you to Skype. Thank you to Next to Eva. Thank you to American Express. That was a low throw. Thank you to Prevendis Group. I overdid that one. And thank you to random person who just appeared on my hand. Okay, so when it comes to giving stuff away, you want to give away your best stuff. Now, this sounds crazy, but, Mike, I only got so much to give. If I give it all away, no one will need to hire me. Well, let me tell you this, bucko. You want to give away your best stuff because there's two types of consumers. You first have the DIYers stands for do it yourselfers. What they do is they look for the information they need on the web, usually find it, and then do it themselves. Now, the beautiful thing about do it yourselfers is if you give them your best stuff and enable them to do it, they'll come back to you. And when other people say, how do you do that? They'll say, oh, I found the resource on this site or this company gave it to me. They become your marketing arm. The second thing is you have the N DIYers stands for not do it yourselfers. Amazing. And the not do it yourselfers will try to do it themselves and say, I'm not capable of doing it myself. And then they hire the source of the good information. That's you. Again, it's a win win give away when it comes to free content. The full package, the most relevant content, recognizing a portion of those people that read it won't be able to do it. And because they can trust you now, they come back to you. That's right. Computer malfunctions.
