This will gain people's trust and they will buy your main product faster. Offer your software as an extra free bonus to the people that buy one of your main products. People buy products quicker with free bonuses included. Publish your free software on disk or CD-Rom then include it with your direct mail packages. This can increase the amount of orders you'll receive.
People love to get free stuff.
They will visit your web site to download the free software. Make sure the software is attractive to your target audience. Tell people they can download your software at no-cost if they link to your web site. This strategy will multiply your advertising all over the internet. You will gain valuable referrals from people that tell others about the free software you give away.