If you offer information
to prospects
as an incentive
to, for example,
read your promotional material
or subscribe to your newsletter,
consider converting that information
from a temporary offering
(the newsletter)
to a permanent offering
(your website).
This should be done
shortly after
the temporary offering
but I’ll admit
to being terrible at that.
What I do
is accumulate the information
in a file
and then I add it
to my website
every three months
or so.
If you do this,
eventually you’ll have a huge database
of value adding information
for prospects/customers.
You’ll become one of THE resources
in your industry.
You’ll be the expert.
Simply because
you’ve made the free content
you have already crafted
permanently available
to prospects/customers.