It is not at all uncommon for the people who want it to be free to be high maintenance users who bleed your company for product support. Having more customers does not always translate to more income.
The message you need to worry about is almost certainly not "Why you should spend money on my product instead of getting theirs for free." The message you need to focus on is why people should want your product at all. In fact, before you get to that stage, your message may need to be as simple as "We exist."
This was the marketing goal of Aflac's initial duck commercials. They were a little known insurance company with low name recognition. They tested two commercials. One was a more respectable, conservative commercial. It achieved around 40% name recognition, which was the industry standard and would have been a big improvement. The second achieved 90% name recognition, but was a silly duck making fun of the sound of the name. It was considered hugely risky, but the CEO latched onto the 90% name recognition metric and went with that campaign.
After becoming a household word, they changed their marketing campaign goal to trying to educate people about their product. It was poorly understood as to how it differed from other insurance products. Yet, they were already a Fortune 200 company because everybody at least new their name and that they existed.
Cart and horse and all that.