Asking readers to allow you into their inbox requires an incentive worthy of their trust. Gone are the days when you could simply say, “Get our weekly newsletter,” and have a flood of subscribers. Today’s customers are much more discerning, and with overflowing inboxes a problem for all, it’s more important than ever to create an opt-in incentive that readers simply cannot refuse.
But don’t think you have to go all out and write a 300-page eBook or provide a 6-module course as your opt-in incentive. Quite the contrary, today’s subscribers are in a hurry, and are often much more likely to need (and use) a simple checklist, worksheet, or resource guide. While that 300-page eBook might sit unread and unused on her hard drive, a checklist your subscriber can turn to again and again will often be seen as much more valuable.
You probably already know exactly what your dream client wants and needs—even if you don’t recognize it quite yet. Think about:
- The most commonly asked questions in your help desk. If you’re continually fielding questions about the tools you use to run your business or which of your training programs are best for a beginner, then it’s easy to see that a resource guide would be well received.
- Frequent thread topics in your Facebook groups or niche forums. Chances are you’ll see the same questions pop up again and again. For example, if your clients are coaches, you know that just about every day someone asks, “Where can I find my first client?” A one-page, “How to land your first client” guide is the perfect incentive for this market.
- Client surveys you’ve conducted. If you’ve been in business for a while, you’ve most likely used this tool to find out more about your potential customers. Take the opportunity to read through the responses and see:
- What is the most pressing problem your market faces?
- What language do they use to describe the issues they face?
- Which resources would make it easy for them to move to the next level in business or in life?
- Competitor’s offers. Take a look at what other entrepreneurs in your niche offer, but rather than aiming to duplicate their efforts, ask yourself where the gaps are in information, and how you can fill those holes.
You don’t have to create something from scratch either. You can design a new opt-in incentive quickly by repurposing other content. For example:
- Repackage a free webinar & worksheet
- Compile a series of blog posts into a PDF
- Brand and package the checklists and worksheets you use in your own business
- Offer a free chapter of your latest book
Start creating your opt in incentive now. Using the ideas here, decide what offer is likely to be most compelling (and useful) to your dream client. My optin-in offer to my dream client is ______________________. She has a pressing need for this because ____________________.
The holidays will soon be here and while national retailers are already rolling out holiday merchandise and have been planning holiday marketing all year, many entrepreneurs wait until November 1 or later to start thinking about Black Friday promotions. Don’t wait! Start now by downloading this handy planning guide. Follow the 12 easy steps and in November you can relax and enjoy the benefits of planning ahead!
Black Friday Planning Guide: 12 Easy Steps for a Sensational Holiday Season
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