Opt-in offers: are you giving away the wrong stuff?
The secret to building a successful small business is in your mailing list. Communicating with a targeted list of potentially interested clients who may be prepared to spend money with you at some point in the future will ensure you have a constant and consistent flow of revenue 12 months of the year.
One sure fire way of encouraging more potential clients to trust you with their email address is to offer something for free in return.
Opt-in offers can create enormous opportunities to build your list … but the problem is that so many of you doing it wrong.
It’s easy to convince yourself that just because what you are offering is free, your potential clients give a damn.
Getting people to sign up for free stuff in today’s market place can be harder than actually selling your products and services. And anyone who has decided to follow the sheep and merrily stick a “subscribe to my newsletter” link on their home page will probably left scratching their heads wondering why no one is signing up.
People are more reluctant to share their email addresses because of the threat of being spammed with promos after promos. The offer of receiving a free email newsletter worked five years ago … but not now!
Yup, your opt-in offer needs thought, needs work and needs some careful planning.
Here are some key questions to help you come up with an opt-in offer that is going to have potential clients queuing up to hand over their email addresses.
1. What are your target clients’ BIG problems? There is no point guessing here. You have to know exactly what keeps them up at night because what you are going to offer needs to help solve at least one of them.
2. What quick fix solutions have you got? Trying to solve all their problems in one free CD/EBook/Video is just not going to work. You’ve got to give your potential client something that will enable them to see results immediately. The more specific and focused the benefits are, the better. If they see results immediately, they are going to come back for more … and this time be more prepared to invest in what you are offering.
3. What name are you going to give your opt-in offer? It may be feel cheesy to call your offer “The 5 Deadly Secrets to XXX” but headlines sell! If you are after inspiration, get yourself copies of any of the women’s weekly mags. Those front pages sell and it’s because of those carefully crafted – if not incredibly cheesy – headlines. Use their formulas and see how you can apply it to your opt-in offer.
4. Will what you offer solve all their problems? Now don’t go too mad and give them all the answers too quickly! Give enough away to help them to stage one but offer the whole process and your potential clients won’t have a need to spend any money with you.
5. What format should your offer be in? A PDF report or ebook is by far the easiest and simplest product to create, but is that the best format for your potential clients? A five part video series or downloadable MP3 audio may be more useful.
And why not consider posting something they touch & hold? The cost of production, post and packaging may be worth the cost of getting that postal address, rather than just an email address.
6. What different offers can you make to different types of people? Having a one-size-fits-all offer may not work across all of your marketing. You will find that within your target audience, there will be smaller niche problems to address.
For example, a fitness instructor may have a 5 part video series on offer on their home page, but targeted marketing to pregnant women can be made more effective by directing them to special landing page where they can download a report on “The 6 mistakes most pregnant women make when exercising”.
7. What is your follow up going to be? It’s all very well collecting email addresses but if you don’t plan out how you are going to build a relationship with your new subscriber, they will just be a number on a database. What other valuable stuff can you send them? What offers are you going to make to them to give them an opportunity to spend money with you? How are you going to ask for referrals?
The money is in the list … but only if you communicate with the people who are on it!
Summing up …
Don’t opt for a blah blah offer. Forget about offering that dull and boring monthly newsletter. It will waste your time and any money you spend marketing your website.
Think, do some work on creating the right opt-in offer and plan out how you are going to direct the right people to your opt-in offer page. It will make all the difference!
P.S. If you want to check out my latest carefully crafted opt-in offer, then head on over to my Facebook Page. Once you like my Page, you can choose to receive a rather fabulous interview on how to go about constructing your own Facebook Landing Pages.
Republished by Blog Post Promoter
Other articles you may be interested in:
- Advertise your free stuff
- 80% of your competitors are doing it wrong!
- How public do you need to be about your private stuff