I was speaking at a workshop recently about all things ads and I was shocked to hear that most of the women in the room had been given bad advice when it came to their opt-ins.
Now as you probably already know, an opt-in has more nicknames than I do for baby brother (ha!), but to make sure we’re on the same page, you might have heard it called a lead generator, a freemium, an early stage offer, or a lead magnet.
Whatever you want to call it, your opt-in serves one purpose: To attract the right people to you and to repel the wrong ones.
Now I don’t think the marketer who was teaching this wrong strategy was trying to lead their students astray. But nonetheless, the advice they were giving would be detrimental to any business owner.
They were teaching their students that your opt-in can be about ANYTHING, whether or not it relates to your business. So even if you're promoting your fitness business, your opt-in could be about organizing the house.
Here's why that makes ZERO sense: Your opt-in should be like the chips at the Tex-Mex restaurant down the street -- they wet your appetite for more. Do you see Tex-Mex restaurants handing out personal development books? No. Why? Just because you read Brendon Burchard's new book doesn't mean you love Tex-Mex.
The same is true for your business. Your opt-in should always give people a quick sample of what it is your product or program can do for them.
How can you be sure you’re doing this? In Pillar 3 of Automate & Grow, we ask a series of questions to help identify the best opt-in. Here’s a few of the questions we work through:
(1) What is the PROBLEM this free offer will solve? (i.e. What is the transformation this free offer will create for them? What "quick" problem will it solve?)
(2) What is the GAP this free offer will create? (How will my ideal client use this as a tool to know what's next and to help them make a decision on whether or not they need my support?)
(3) How does the free offer DIRECTLY relate to my core offer? (Or does it?)
BONUS question: What is the BEST method to deliver this so that my audience will be able to quickly consume it and get their quick transformation?
Your opt-in should help make sure that you're attracting more of the people who need what you offer, and less of the people who don't.
And when it comes to your offer, your best customers know that they need what you have!
I want to hear from you! What is your free offer and how does it relate to your core offer?