Today (and probably forever from now on) you need to connect with your online prospects before they sign up. For one thing, they have wider choices of ezines, some specialized to a niche or technique. Therefore, to grow your list, you need to offer a giveaway. Some marketers call this thank you gift an "ethical bribe." I prefer to call it a bonus and I advise my clients to think of creating an "irresistible freebie."

It's irresistible because you need to come up with a name that creates an emotional response among your prospects. It's a freebie because you do not charge prospects to download this bonus gift. Your goal is to create a giveaway that makes the subscription decision a no-brainer.

I recommend creating this freebie before you go too far with your website and I would add, "If it sounds over the top to you, it's probably just right for your prospects."

Most giveaways are created as short pdf Reports for good reasons. You need to demonstrate that you have expertise in your field. You need to give a sense of your personality and style.

Increasingly, many of us include a free short video or a one-hour audio, usually an audio of a live teleseminar. On the one hand, these additions allow prospects to get a sense of your personality. On the other hand, people are more likely to download a pdf and read it immediately. They wait to watch a video "till I get some time."

When creating your freebie in any form, begin by asking, "Who am I trying to reach? What is their greatest problem? What do I want them to do?" Visitors need to get a clear picture of who you are from the moment they see your freebie offer to the time they read or listen to your bonus. The move from freebie download to ezine to paid service should seem logical, with no disconnects.