When money is spent on marketing before resources are invested in e-mail marketing, the money could be spent on more effective and less expensive marketing tactics. Obtain emails by suppling a solution in a lead generator. The lead generator could be a pdf, e-book, or video  

and should provide free value. Prospective customers will move from curious to enlightened through the content in your lead generator and you will have captured e-mail addresses of potential customers.

 

-          Content comes from Business Made Simple book (Chapter 6: Marketing)