If you don’t ask, you won’t get it!
It’s incredibly frustrating to come across an excellent piece of content that delivers value but fails to give the reader a reason or an easy way to get in touch with the writer.
This is not a time to be shy.
The primary focus of the guide should be on delivering value, and you don’t want to detract from this by being over-salesy or tacky.
However, it is entirely appropriate to include a reference to how you can help at the start of the eBook and a clear offer and call-to-action at the end. Branding and contact details on every page (in a subtle way) are also a must-have.
Your prospect has downloaded your guide because they have a problem they want to solve. If the content itself solves this problem then that’s great. But for some prospects, they will see how well you can solve it, and they’ll decide that they’d prefer to speak to you rather than take a DIY approach.
An offer should be included which clearly explains to people the reasons they should get in touch with you and what they will receive or experience if they do. This offer should be appropriate to the sort of business you are in and the tone of your brand message.
But it should be clear and the calls-to-action (CTA’s) should be strong and obvious.