A fleeting rant thought for anyone trying to attract prospects online…never offer something as FREE unless it's a right-click away for anyone and everyone to download.
If you require registration to gain access to a document? It’s not free. If you have any. other. hoop. a visitor must jump though to gain access? It’s not free.
Registration and related hoopla requires time and attention. Prospects trust you in the assumption that they’re in an exchange for an article, white paper or a research summary with charts and graphs that is useful or interesting.
Perhaps the bigger problem is that most folks assume a document that’s been formatted by a graphic designer and turned into a pdf will be useful or interesting—then they actually read it.
Give your prospects something of value, for free. It’s an investment that yields better returns.
Related: When Free is Just too Expensive at Duct Tape Marketing
Catalog Card Via Canuckflack
tags | marketing
Nice rant, err...thought. Amazing how hard it is to convince people of this sometimes.
Posted by: Mike Keliher | 04/04/2007 at 10:39 AM