The ethical bribe has been an established Internet marketing model for quite a while now. Create a valuable resource such as an ebook, and make it freely available in exchange for a name and email address.
I’ve just been listening to episode 220 of The Engaging Brand podcast. Anna Farmery’s guest, Jay Berkowitz of 10 Golden Rules mentioned the David Meerman Scott stair stepping technique.
David gives away his ebooks completely free - no email, no name required.
This has resulted in over 200,000 downloads, and 200,000 exposures to his valuable products. I really hope this technique becomes more common. You have great pond before you, you’ve been casting food upon the waters and now you have a school of carp feeding. Instead of pulling the takers out, why not let them feed for free, and let them jump into your hand when they’re ready - I like the approach.
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