The "free product = cheap deal" assumption

The "free product = cheap deal" assumption
Everyone says "lead with free product to lower your outreach cost."
Myth. A skincare brand tested two pitches to 800 mid creators: free-product-only versus a small flat fee plus product. Free-only: 22% reply, 70% of accepts never posted. Paid: 14% reply, 90% delivered. The freebie crowd said yes easily and meant it rarely. It's not the cheapest ask that lowers cost — it's the one that filters for intent. Counting reply rate without counting deliverables flatters the wrong pitch. A smaller, paid yes is worth three free maybes that vanish.