Would you ever visit the supermarket, fill your trolley with items and then ask to leave the store without paying? Would you visit a restaurant, eat your steak and expect it to be on the house? The answer to both questions, is no! So why would you think, it’s ok to ask a creative to offer their services for FREE?
In the advertising industry, creatives often encounter prospective clients who would approach them or the agency they work for to work at a reduced rate or for free. As a professional, your time is money, and you should always charge for your work. There’s nothing wrong with helping out a non-profit you care about or a friend you owe a favor or even giving your client a freebie but it becomes problematic when it's expected. Worst yet, it will not be appreciated because it costs them nothing and may even demand a bunch of revisions.
If this didn’t deter you from not working for for free, here are some other reasons: