Why is your brochure PDF download free?

If you have sales brochures on your website, are they just available as weblinks to download PDFs, free for any (anonymous) visitors to click?

• Q. Have you ever wondered how many visitors downloaded your brochures this week, and who they were? Wouldn't you like to have stored their details and now follow them up? Maybe sell them something? We like selling.

If you struggled with the question 'should I ask visitors to complete a web form before they can download our brochure?' then read on. Does it put potential customers off if they have to enter their name and email first? The answer is 'yes it does' and 'no it doesn't'.

Yes it puts off some visitors - but these are mainly 'tire-kickers' not buyers. (You don't want to waste your time and resources on these guys do you?)
See how Oxford University Press give away their research tool brochure.

No it does not stand in the way of a real buyer on a mission with a budget. Real buyers will trade their details for your brochure because they see value in your product/service. (You want their details because you will follow them up, they will see that you are a professional firm and they can buy from you.)
See how to download Actilingua's German language courses PDF.

Summary: not every visitor to your website will buy, so start to qualify the leads you generate by asking for a name and an e-mail. Send the brochure instantly by email and tell them on screen that you have just sent it. Why is your brochure PDF download free?

(Remember: A PDF in an email is 100 times more portable than a file on your desktop. From email a PDF gets shared amongst other decision-makers. Once you have your visitor's email, you can follow up, either automatically or manually, with more info and special offers to tempt them back for more.)