Most entrepreneurs believe that offering things for free will attract more people. But what if the opposite is true? In this powerful podcast, Michael E. Parker is joined by expert virtual event strategist Zach Hesterberg to reveal why the “free event" model is quietly destroying your business.Zach explains that while free content is valuable on platforms like YouTube, podcasts, and social media, free funnels, free challenges, and free registrations often create low commitment, low engagement, and extremely low conversions. The data is undeniable: people value what they pay for—and ignore what they don’t.Michael and Zach explore why the marketplace has lost trust in free offers, how entrepreneurs unintentionally weaken their positioning, and why charging—even a small amount—creates a deeper psychological shift that results in higher show-up rates, more serious prospects, and stronger sales outcomes.You’ll learn why The Truth About FREE Lead Generation Revealed impacts how to get buyers emotionally invested, and how to create a buying environment instead of a passive learning environment that never converts. Zach reveals why free is costing you everything, and his method for helping entrepreneurs increase revenue with less stress, less time, and fewer no-shows by leveraging messaging clarity, paid entry, and his 5 Core Beliefs framework.If you’ve been frustrated by low webinar attendance, weak conversions, or “freebie seekers” who never buy—this episode gives you the mindset and methodology to attract committed buyers who are ready to take action. Book a Call to Connect with Zach Hesterbergwww.paidevents.com Follow him on IG @ Zach Hesterberg