Early in my internet marketing journey, I did something that turned out to be one of the smartest moves I ever made: I wrote a free ebook. It was called “Join The Club: The Ten Things Every New Internet Marketer Should Know,” and it was born out of my own frustration as a beginner.
The Problem Every New Internet Marketer Faces
When I first started exploring internet marketing, I was completely overwhelmed. There were thousands of people claiming they could teach me how to make money online, most of them trying to sell me a $97 ebook that promised the world. The terminology alone was enough to make my head spin — squeeze pages, sales funnels, autoresponders, SEO, keyword research. It felt like everyone was speaking a language I did not understand.
So I decided to write the guide I wished I had when I started. Twenty-plus pages covering the most important concepts a beginner needed to understand, written in plain English by someone who had recently been in their shoes. And I gave it away for free in exchange for an email address.
Why Free Content Still Works in 2026
That simple ebook — a lead magnet, in marketing terms — taught me lessons that I still apply almost two decades later.
Lead Magnets Build Your Email List
The core strategy behind a free ebook is simple: offer something genuinely valuable in exchange for permission to stay in touch. In 2008, I used an Aweber signup form. Today, the tools have evolved — ConvertKit, Mailchimp, Beehiiv, and others make it easier than ever to create landing pages and deliver digital downloads automatically. But the principle is unchanged. Give value first, earn trust, then build a relationship through email.
Teaching Builds Authority
When you write something that genuinely helps people, they remember you. That free ebook positioned me as someone who understood the beginner's struggle and was willing to help without asking for money upfront. It was the beginning of the trust-building approach that eventually became the foundation of the Late Night Internet Marketing podcast.
Your First Product Does Not Need to Be Perfect
Looking back, that ebook was not a masterpiece. The information was solid but basic. The design was nothing special. But it was done, it was out there, and it was helping people. That matters far more than perfection. If you are sitting on an idea for a free guide, a checklist, a mini-course, or any other lead magnet — just create it and ship it.
How to Create a Lead Magnet Today
If you want to build your email list with a free resource, here is the straightforward approach.
- Identify your audience's biggest beginner question. What do people always ask you about?
- Write a concise, actionable answer. Five to twenty pages is plenty. Checklists, templates, and step-by-step guides convert better than lengthy ebooks.
- Design it simply. Canva or Google Docs exported to PDF works fine.
- Set up an email opt-in. Use ConvertKit, Mailchimp, or whatever email platform you prefer.
- Promote it on every page of your site. If people cannot find your lead magnet, it does not exist.
That free ebook I wrote in 2008 was the start of everything. It built my first email list, established my voice, and taught me that generosity is the best marketing strategy there is.
Hey Mark, just wanted to know that I’ve just signed up. It’s about time the book came out. LOL
I’m so proud of you. Keep it up.
Congrats on the eBook Mark! I have signed up and look very much forward to reading it. 🙂
Well, looky here. You’d think the three of us planned this by me signing up right behind Christine and Garry. Nope, honest! It’s just great minds thinking alike. 🙂
I’ve signed up!
Hi Mark,
Subscribed and verified ,but did not get the book?
Se you in the mentoring room tomorrow
Suzie
@Christine — Thanks very much! I do plan to keep it up. NExt project is already in the works.
@Garry — Thanks, Garry. Let me know what you think!
@Mark — Pretty funny. As you say, it must be true that great minds think alike.
@Suzie — when you verify the subscription but clicking on the confirm link in the email that you get, you should then get another follow up email with the download link. Did you get that email? Let me know.
Thanks,
Mark
Great job with this, Mark. This is an excellent ebook. I’m looking forward to your future emails 🙂
Signed up and looking forward to reading.
Hey… check out Christine’s new face. 🙂
First blogger to undergo Cosmetic avatar surgery.
Hey mark,
I heard you sold your soul for this theme! Is that true? Does your designer have any cheaper options? like hearing loss at 50 for a header design?
@ Garry,
You like the new look? I felt it was time for an avatar makeover. LOL
Just a little nip and tuck, some hair color, and bang, I’m a whole new female avatar. LOL
Yeah, Garry — I love these comment avatars. My high dollar blog theme consultant turned these on for me. The guy is awesome. You should use him to design your blog (if you can afford him). LOL
Here is the link: http://www.linkedin.com/in/markmason
@Forrest — I could not afford the “soul package” so I went for the “first born” package instead. LOL
Hey Mark, Signed up a little while ago. Went to download the ebook and got a message that the file couldn’t be opened because it was either invalid or corrupted. What do I need to do now?
Hi Mark,
Surfed in from Gary Conn’s Rss. Looking forward to reading the book, could use all the help i can get 🙂
Terry — sorry about that. I will investigate and email you the direct download link.
Thanks for letting me know.
Regards,
Mark
Terry — I double checked the direct download link and it is working now. Sorry you had trouble. I resent you the link. Please let me know if it works. If you have trouble, I would be happy to email you the eBook directly.
Thanks!
Mark
@ Christine,
You look ice cold… 🙂
@ Mark,
Man, we can’t even get your book free now?? Sheesh… LOL (Joking!)
@Garry — The best thing in life are free (according to the Beatles).
@Cybrspin — Thanks!
By the way, who is “Garry Conn?”
Just kidding.
I appreciate you taking time to check out the eBook. If there is anything I can do to help you, please let me know.
What the hell… you guys trying to fill up my gmail account with “Garry Conn” Google alerts… er, sorry, I also got a Google Pizza alert… what kinda pizza we having COWperoni? Muahahahahahah
@Mark
“Garry Conn?” sounds familiar to me? wait let me check my phone book 😀
just joined the club, any free pizza there? lol
Conn is rumored to be eating a lot of ground beef pizza lately. I also happen to know that he likes Hamburger Helper. LOL
Here stare at this until it stops:
Good grief… Mark banned me from inserting images in comments.. very smart guy I tell ya. LOL!!!!
LOL!! When was this? I would have loved to posted it?
or post it… 🙁
I remember reading somewhere that Conn — The Blog Father — is lactose intolerant. That’s one of his motivations for taking on the cow. 🙂
Hmm, let’s make that account of yours buzz a little more:
“Garry Conn: Make Money Online”
“Garry Conn: Lactose/Cow Intolerant”
“Garry Conn: The Blog Father”
“Garry Conn: Man For AdSense (doh, sorry, I meant to say “Made For AdSense”)
LOL
Don’t feel bad. My response to your comment went south as well. Guess it must have been the very long URL I had pointing to a photo of an orangutan sticking out his tongue.
I have DOFOLLOW turned on for frequent commentators. That brings some anti-spam stuff with it that I do not understand yet (just turned it on the other day). Sorry.
Thanks Mark, Good information for someone just getting started with IM. I’ll be looking for more emails from you. I really like your blog here also.
Terry — thanks for the nice comments. It’s nice to see you here. I was where you were not too long ago, so if I can help you in any way, please do not hesitate to let me know.
Hello Mark,
just to let you know that your presentation and concept (how you come across) is incredibly professional, of very high quality and respectful. Your book is excellent and your interaction with your readers professional, humble, respectful and helpful. Even though I am not yet at a point of putting your insights into practice, I am incredibly touched by your presentation.
Best of luck in your endeavours. Mikela
Hi Mark,
I read the e-book and I am impressed. I began submitting my articles to directories recently to ezines but, like you said, it is tedious and time consuming. Thanks for the links to those article submission companies! You will save me 3-4 hours a week with that tip. Thanks! 🙂
Ron
Thanks Ron — glad you enjoyed the eBook.
Regards,
Mark
Thanks for an excellent ebook! Usually I get about two to three pages in and move on to something else (as I’ve read it all before!) – but this was excellent. Thanks for the mini site video too! All the best!
Hey Mark,
Just got email on John Ledger’s SEO eBook. Good stuff! I noticed you are also a mutual fan of James Jones’ MNF product. I missed his webinar yesterday – did you happen to catch it and if so, do you have the play-back link?
Best,
Neil
Neil — I did not catch it — but I thought I saw that he sent a link out by email