Consider a problem your clients are experiencing and provide a solution through your products or services. People will be more likely to share information with you, such as their name, email address, phone number, and so on.
You can present your offer in whatever format you like. If you want it to be downloaded and printed by practically everyone, save it as a pdf. While an eBook or whitepaper is commonly thought of as an “offer,” it might also be a webinar registration, unique video, slideshow, etc.