Whatever you offer, make sure the value is clear. Here are some rules for creating something people will exchange for an email address: 1.Make it short. You don’t have to write an entire book or film a full-length documentary. 2.Give it a cover. Dress it up so the outside looks like it has as much value as you’ve put on the inside. White papers don’t collect very many email addresses. 3.Make it solve a specific problem. People will give their email addresses in exchange for something that lessens frustration or pain in their lives.
