It's the holidays, that perennial "dead zone" for direct marketers. You need leads before year end. It's too late for direct mail. You'd do a quick e-mail blast, but you're afraid no-one will read it. Don't panic. Here's a quick, easy (and cheap!) way to generate more leads.

The answer is your Web site. The problem with most sites is that they do little to solicit contact information from Web visitors. Instead, they present white papers, PDF brochures, and a myriad of other information, all readily available to be viewed and retrieved anonymously. When companies do require registration before viewing say, an online demo, that offer is often buried several levels deep.

But there's no reason you can't deliver a variety of information on your Web site and still generate a significantly higher number of genuine sales leads. Here's how to do it:

1. Create (or compile) a compelling, *tangible* offer that provides information of value to someone with the pain or problem that your product or service can solve. For example:

• (for a software company) an information kit, including a white paper, analyst report, case study and demo CD
• (for a publisher) a media kit, with complete information on advertising, sponsorship and other promotional opportunities on your site and other media properties
• (for an ecommerce site) a product catalog, or a free booklet relating to your product category ("10 Best Ways to Feed Birds in Winter")

• Integrate E-Business into Your Legacy Applications: Free Kit!
• Free Media Kit: Pricing, Calendar & Special Deals
• Free Booklet: 25 Best Salsa Recipes

A software client implemented this strategy two months ago and generated over 400 leads in the first 30 days.