If you read just one book on marketing this year, make it Seth Godin’s This Is Marketing. Seth gets what marketing means for those of us who are in business because we want to make change happen. Marketing, he says, is how you go about “sharing your path to better.”1
For the people in your target market, a free giveaway from your website provides a first step along that path. Sometimes called “lead magnets,” such documents also create great opportunities to rev up your marketing. Each time you add a new free download to your website, you can advertise it widely to your audience via e-mail, social media, your newsletter, and other channels.
In case you’re worried that sharing free knowledge and advice could undermine ...
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