Your opt-in is a really important and powerful piece of your marketing funnel.
It is your first opportunity to make a promise and fulfill it for your audience.
You don’t want to mess this up because it is important to build trust with your potential clients in your funnel.
So what MUST your opt-in have?
Solve the problem and be specific
First off you need to fulfill the promise you made in exchange for them being on your list. Make sure that your free resource is complete and fulfills whatever you claim in your opt-in marketing.
And don’t wait to deliver your opt-in. Make sure your email service sends it immediately.
I can’t tell you HOW frustrating it is to opt-in and then it takes 20minutes or days to show up and by then I’ve forgotten why I wanted it in the first place.
And why you are developing your opt-in you need to make sure that you are being specific as to what problem you are solving. Trying to create an opt-in with too many things can be not over overwhelming for you but also for the person receiving the opt-in.
Has to be valuable
Just because you are making something free does not mean it shouldn’t offer value to your audience. Your quality should be as high for your free content as it is for your paid content.
This builds trust and positions your expertise in the minds of your audience.
Plus you get to hear people say things like… “If you are giving this away for free I can’t imagine what working with you is like!”
How awesome would that be?
Make it consumable
Now, this goes back to everything you create. Making sure the quality of everything you put out is easy to watch/read/engage with and that you are proud of it.
This may mean adjusting the freebie to include a just a section of your ebook that provides a quick win for your audience rather than the full 10 chapter book.
You can make this an upgrade for people rather than overwhelming your people and giving them more than they can chew. Think small bite rather than a full meal!
It needs to be in alignment
Not only in alignment with your brand but your current and future products. This may mean that you have to completely start a new freebie when you make a shift in your business direction or just make small adjustments.
You do not want to lean on freebies that no longer support your mission or direction. This will not be helpful for you or your audience if you are bringing people into your funnel who need help with something you no longer do or provide.
Always go back to value. Are you providing value for your audience in a way that supports your goals as a business owner?
It has to be ACTIONABLE
Your freebie doesn’t just need to teach it needs to give actionable steps for your audience to help reach their goals. Just giving a list of smoothie flavors and why they help with whatever problem they are having isn’t going to help them to make the smoothies or incorporate them into their daily life.
So make sure you provide the action steps to help them get from where they are to where they want to be.
You need to make sure it is based on what your audience is currently struggling with
This is where a lot of freebies fail. It is that they are positioned incorrectly for their audience. Either their marketing message isn’t showcasing the correct time that the audience will need it. Or the freebie isn’t highlighting the benefits of the freebie in a way that connects the problem with your solution.
Deliver on the promise
This is so important that you deliver on whatever claim you are making. If you don’t you’ll disappoint and lose that lead that you have gained.
When you are laying out your freebie and your marketing content for that freebie make sure that you can deliver on the promise.
Yes, often you see people relying on the specific results of the freebie you are getting as the only marketing promise. and while it is fun to post really AMAZING results like getting fully booked in a program in 24 hours with this freebie.
Well, you can’t make that claim because everyone is different, every business is different, and every audience is different.
You can talk about that claim but you need to make sure that you are making a deliverable promise. Like teaching you the exact steps that you took to use this freebie and get booked.
I repeat! No fluff. There is just too much information out there for you to be putting out fluffy content.
Make sure that not only are you distilling your content down to the most powerful information but you are also putting your own perspective/thoughts/ideas in it to make it unique.
This is the secret to making it stand out from the sea of sameness online. Putting YOU into your content through your stories and your writing style.
Now I’d like to hear from you! What is your biggest takeaway from this article? What do you feel like your opt-in must have to generate leads for your online business?