Begin with a free giveaway to get people started on your spiral/path of engagement.
Generosity really pays off. Don’t give away a bunch of stuff: give one, wonderful thing. Or give a discount (but a REAL discount). Give based on what people already want from you. Keep in mind your path of engagement: where will they be on that path once they have digested your gift? What is the NEXT step for them? How do you build that next step into the call to action? (have this, did you like it? i have more).
Exercise
What is the #1 thing you want people to do if they are on your website for one minute?
Hint: this is something that will get them ANYWHERE on your spiral of engagement.
What do you NEED from them? So: what will you give them, to receive that?