A FEW YEARS AGO, life didn’t smell too sweet to Sonny Ahuja. The recession and competition on the Internet had created the perfect storm, driving five of his seven mall-based retail perfumeries out of business. Plus he owed more than $100,000 to his suppliers.
His only hope was to compete on the Internet. But how would he attract new customers?
Ahuja decided that the best strategy was to give something away for free. But what?
In person, he was able to share tiny vials filled with samples of new perfumes, or at the very least, spritzes from the bottles he kept as samples. But you can’t download digital scents in a PDF.
So Ahuja decided to create a downloadable free report.
Most marketers would be hard-pressed ...