Everyone likes free stuff. Whether you’re sending a mailing, an email message, or creating a newsletter, the promise of free tools or content will make your message more appealing.

Choose something your prospects will be interested in. Give it a catchy name, and include information that will help your prospects make better decisions or accomplish a tough task.

For instance, if you sell insurance, create a workbook with “8 Things Your Small Business Insurance Agent Doesn’t Want You to Know”. A travel agent specializing in trips to exotic places could offer a checklist of travel tips (vaccinations, hot spots, visas and paperwork – and advice on how to reduce red tape when traveling). You can make a pdf and upload it to your site.

Offer a free teleclass. You can either lead it yourself, or invite other experts to join you. Record the class and use it for future marketing.

Create an email autoresponder class offering a series of tips on how to play your video game, use the new email software your client just bought, or boost referrals. It’s a good way to engage your audience, and you can set it up so it’s automatic.

Another tactic is to create a free video. Demonstrate how to do something (create a report) or give tips on avoiding common Web marketing mistakes.

Start with free information, then build up to a small purchase (such as an ebook, customized video, or brief consultation).  Then offer those paid customers the opportunity for a longer consultation (or series of consultations) or a paid seminar.

Here are some tools to get you started.

Content Creation Resources

PDF software

Mac

Comes standard with Mac software. Just click Print/Save as PDF

PC
($29)
http://www.pdfforge.org/products/pdfcreator (Free)

Audio Recording Software

http://www.freeconferencecall.com (free)

Audio File Editing Software

Mac

Garage Band (ships with your Mac).
PC
http://audacity.sourceforge.net/ (free)

Autoresponders and Email Newsletters

AWeber (Full disclosure: I’m an affiliate of AWeber)
Exact Target
iContact

Screen Recording Software

Mac
http://www.telestream.net/screen-flow/overview.htm ($99)

Both PC and Mac
http://www.jingproject.com/ (Free)

PC
Camtasia (www.techsmith.com) ($299, but there’s a free trial)
(Mac version in development)

Photo: koka sexton