How to Create an Irresistible Opt-In Offer
I’ve conducted hundreds of site reviews for my clients on coaching calls and the most common missed opportunity is providing an enticing offer to get people to sign up for your email list.
Many people even have a sign up box, but they are missing a great “freebie” to get people to act and sign up before they leave and are lost forever.
I get it.
It can be daunting trying to figure out what your audience really wants, so often we just shove it into the “I’ll do that later” pile and miss out on tons of really valuable leads for our business.
Keep reading to learn more and download the special worksheet that I’ve made for you to help you figure out what to offer…
Think about your own website for a minute. Data suggests that 95% of visitors won’t buy anything on their first visit to a site¹ so what are you doing to encourage browsers to become future buyers?
Are you letting them slip through the cracks?
To have the opportunity to nurture these interested people (and turn prospects into paying customers), you need to encourage them to share with you their contact information – their email address as a minimum.
With 838 billion marketing emails sent in a year², you have to be offering a good reason for a customer to welcome another email into their overwhelmed inbox.
The answer is the lead magnet: an irresistible offer in exchange for the customers contact details.
40% of customers are willing to give permission to be emailed in return for something of value³. And, with 66% of customers likely to make an online purchase4 as a result of a marketing message, the lead magnet is your golden ticket.
So, how do you go about creating a lead magnet that your customers simply can’t refuse?
Here are 5 Steps to Creating an Irresistible Offer:
It all starts with really knowing your ideal customer.
Who is it that you’re wanting to attract?
You’re aiming for quality of highly-targeted customers for your email marketing list rather than quantity for numbers sake, so be specific about the customers you want to nurture a relationship with.
What is it that your ideal customer wants or needs? What is it that they’re searching for that you can help them with? To create compelling content you need to get the answers straight from them.
Create a survey or follow-up with existing customers to find out what they’re specifically looking for when they visit your site. Know exactly what problem you’re solving for them.
Start to think about the questions you are frequently asked by your customers. Where do they ask for help? Take a look at your blog posts: which are the most popular?
Which social media posts have generated the most discussion with your fans and followers?
You may already have useful insights into what solutions your customers would value most.
Once you have an insight into the topic areas that your customers would be most interested in, shift your focus. Think about the product or service you’re selling.
Where is your customer two steps before they think about buying from you? Step into the customers shoes knowing what they’re looking for (steps two and three) and brainstorm ideas to help them make the purchasing decision.
For example, if your business was selling jewelry, it might be that your customer is looking to buy an engagement ring and, before they begin, they want advice on choosing the right diamond.
Think about how you can show off your product or your expertise in a way that offers value straight away… and leaves them wanting more.
What is it that your customers value most?
It’s all very well creating content for a stellar lead magnet but you need to ‘package’ it in a way that they like to receive information.
There’s no point producing a beautifully-designed ebook if your customer is simply too busy to read it.
There’s only one way to know: again, ask them.
Need help figuring out what you should offer as your lead magnet? Use this worksheet HERE.
Still feel stuck?
Here are some lead magnet ideas to inspire you:
Free report or ebook: Curate information into a report or share your expertise in the form of a guide or ebook that your customers can access straight away. Tony Robbins offers a free copy of his bestselling book5, Reawaken The Giant Within.
Free training videos or audio: Create a tele-class or use screen recording software to showcase a product demonstration or create a video series, like Amy Porterfield6, where you share your expert knowledge.
Done-for-you templates, checklists and resources: Offer something that saves your customers time and avoids them re-inventing the wheel, like Natalie Sisson’s Suitcase Starter Kit7, and they’ll love you for it.
Coupons and offers: Make your customers feel special by giving them access to exclusive offers and promotions.
The Freemium model: Give prospects the opportunity to experience what it’s like to work with you or try out your product by signing up for a trial or for a basic model of your product or service. For example, Evernote8 offers a free service with the option to upgrade to its Premium service.
Members-only content: Invite customers into a VIP group and offer them valuable information and access to exclusive discussion forums, such as Copyblogger’s model9.
Assessments and profile tests: Quizzes and assessments, like HubSpot’s Marketing Grader tool10, pique peoples interest and curiosity and are an effective way of showing customers their need for your product or service.
Email series: Set up automatic emails that drip-feed information or education on a topic, such as this healthy-eating jumpstart11, over a short period of time – a tried-and-tested way of training your customers to expect and open emails from you.
Interesting in learning more strategies on how to build your email list?
Click the button below to sign up for more free training.
I’d love to hear your thoughts. What is the ONE BIG solution that your customers are looking for that you could talk about and would form a lead magnet for your business?
Melanie Duncan is a serial entrepreneur turned online educator who has helped thousands of people around the world start and grow successful businesses. She has consulted on digital strategy with major corporations, and in 2012 she created a revolutionary training, called the Power of Pinning, which melded together visual marketing principles with psychological triggers to educate businesses on how to leverage the profitable platform Pinterest. This training has been utilized by over 13,000 entrepreneurs and social media strategists around the world.
She leads a community of over 120,000 subscribers and is also the cofounder of the Online Edge Academy – a premium membership program that empowers thousands of business owners by providing them with resources, relationships and valuable training materials.