- Create some content with utility value
- Give it away for free
- Attempt to convert these freeloaders into paying customers
My own view is that this approach to web marketing is flawed. Here's why...
- It builds a list full of people seeking freebies (i.e. cheapskates)
- The resulting list may be targeted in the sense that it contains people interested in the product category the freebie relates to. But did you really mean to build a list full of cheapskates?
- Everybody is using this strategy. And 99% of the people using it are giving away low-quality rubbish. Anybody with any sense now knows that giveaway reports and services are less valuable than preserving their email privacy. The people you want in your list probably won't sign up
- The low bar set by the people using this strategy mean the lure of free no longer works
Without that trust, the sale won't occur. It's something you need to earn, or borrow from a trusted third party (e.g. a referral from a mutual and trusted friend).