I would give away the written document.

Generally the idea behind this type of strategy is that you want them to call you and have them help you to implement or design a specific plan.

In my business (which is also i consulting model), i take the approach that i will tell any clients or potential clients exactly what i plan to do, ie there is no "Secret Sauce".

The reality is that they either don't have the skill set or time required to perform the required tasks and will therefore retain my services to perform the work. This may not always turn into dollars but i think it usually does.

This transparency also builds trust with potential clients and lets them know that you are there to truly help them (and get paid), but not just looking for a quick one time "buck".