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

Email me privately for personal help.

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1. Is Your Web Site Missing Vital Information?
2. Freebie Friday! – Free Resources to Plan and Start Your Business
3. Six Ways to Build Your Business’s Fan Club
4. Ten Free Ways to Market Your Small Business
5. How to Build Your Email List