If users constantly run into broken links it can spell disaster for your site. Articles or tip sheets. Publish articles on your web site that share your expertise with your target market. You might also solicit articles from colleagues and others to publish on your web site. They'll love the exposure.
People love contests and they go absolutely crazy for free stuff.
Don't wait for your site to be complete before going on-line and announcing it. If you build it by adding a major new item every week, visitors will get in the habit of checking back frequently. They can be mailed for only 23 cents, stuffed with mailers, passed out at shows or posted on bulletin boards. Their uses are endless.