Most people that sell things that are ‘expensive’ also give things away for free.
Maybe you do some sort of one on one coaching but you also do a free weekly podcast or YouTube video. Doing so allows you to make a living from what you do whilst also ensuring that those that can’t afford your services still have access to your work.
Free stuff also allows potential customers/clients to consume your work before deciding whether they consider your product or services to be worth spending money on.
On the other hand you could have it so that nothing is free but instead is either cheap or expensive. However, I’ve found that overtime free stuff can help build trust. Whether it’s buying a book written by someone who has a free podcast or paying for a membership on a site run by someone who regularly shares useful information on social media.
When the stuff is free you take what applies or works for you and pass on the rest whereas if you pay, even if it’s a small amount you’re likely to be much more critical and judgemental.
The thing that has made me buy what a person is selling is when I’ve gotten great value from what stuff I haven’t even paid for. I’d have been much less likely to buy the more expensive stuff if I was already paying for the podcast, blog posts or newsletter etc.