Enter stage left: engagement tools (sometimes referred to as lead magnets). Useful, value-first, self-contained pieces of content focused on imparting learning, insight or simply designed to help your prospects with something, whilst also brilliantly (but somewhat stealthily) showing them a little bit of your brilliance.

Lead magnets, engagement tools, free resources – call them what you will - they are an important part of a small business’ marketing tool kit. I’m here to make the business case for free, specifically with regard to engagement tools and free resources. Done well, they can be a powerful sales tool, which of course, turns FREE into PAID.