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
Comes standard with Mac software. Just click Print/Save as PDF
Audio Recording Software
Audio File Editing Software
Garage Band (ships with your Mac).
Autoresponders and Email Newsletters
AWeber (Full disclosure: I’m an affiliate of AWeber)
Screen Recording Software
Both PC and Mac
Camtasia (www.techsmith.com) ($299, but there’s a free trial)
(Mac version in development)