Having a list of qualified prospects to whom you can communicate consistently is a great way to cultivate relationships that lead to sales. These days, most people have more emails than they want in their inbox everyday – so just saying “Sign up for our newsletter” is simply not enough – it’s like saying, enter your email here and we will add more stuff to your inbox!! A great way to entice sign up is to give people something valuable for free – such as content that addresses their biggest challenge in your area of expertise – in exchange for their time and their information.