Every business needs leads to prospective sales and the better the lead, the better the prospect of making a sale. Telemarketing used to provide leads for sales professionals within a restricted area, but telemarketing calls went south with the mandatory compliance of the national do not call registry. The industry moved to electronic communications, but the war on spam has dampened the job of prospecting for new leads.
Companies have had to be innovative in the way in which they harvest leads and many software programs have been developed to capture email addresses and ISP addresses of visitors, hoping to send them information about the site they recently visited. However, with multilevel marketing having the leads needed to not only sell the product but also to recruit them into the network requires more than buying a list of harvested email address, that quite likely are not going to be interested in the offering.
Everyone likes the word free, and often uses it to attract attention. While many will be reluctant to turn over the name and address to a qualified offering, most think nothing of doing so for a chance of getting something at no cost. Mention the word...