5 essential elements a successful opt-in needs



5 essential elements a successful opt-in needs

A successful opt-in doesn’t just help your potential audience, it helps you to build a mailing list of potential clients too. This is why it’s so important that the opt-in you create does the job you intend it to do – i.e., encourage potential clients (and other interested parties) to give you their name and email address.


So what does a successful opt-in consist of? Here are the five essential elements I consider a successful opt-in should have.

#1: Why you?

You need to tell readers WHY they should listen to you – and this can easily be achieved by sharing your story. To give you the answer to ‘why you?’ look to ask yourself the following:

  • What do I know that I want to share?
  • Why is this important to me?
  • Why do I want to share this? What happened? What did I find out about this product/advice/service?

If you have qualifications to back up what you’re saying (and they’re relevant to what you’re saying), great – BUT don’t get hung up on PROVING your reasons behind it. It’s about sharing your story and your advice/product/service.

#2: It must have a perceived value for the reader

Give them a reason to read it – by making it relevant to them. Look to solve one of their biggest problems or issues. Give them the knowledge they’re looking for and give them something to work with. Your readers will ONLY consider it worthwhile if they actually NEED this information!

Another way to increase the perceived worth of something is to give them additional resources too – and a video (or set of videos) will have a higher perceived value than a simple typed eBook.

#3: Make it something of substance

As mentioned above, it has to be something your intended audience want. It also NEEDS to be a complete thing in its own right. For example, give them the background, the actual information they’re after AND the action steps needed to carry it out. If you’re feeling really generous, give them a workbook, template and video too. That way, you’re making it useful, workable and valuable to your intended audience.

opt-in email

#4: Examples and/or testimonials

You want to build on both your expert status and on your product – and testimonials are a great way to do this. They show that you know what you’re talking about AND that your product works. It also shows that other people have trusted you AND got positive results from working with you, helping show that you are trustworthy and honest.

Adding examples throughout your opt-in will also help cement in what you’re explaining AND how to implement it.

#5: Call to action

Finally, you NEED a call to action. This is a term used to illustrate what you want your audience to do, once they’ve finished working through your opt-in. Do you want them to add you on social media? Maybe you want them to give you a call and arrange to have a free strategy session? Whatever you want them to do, MAKE IT CLEAR by adding a ‘next steps’ section at the back of your opt-in.

Creating an opt-in that is successful boils down to giving your intended audience what they want – something that solves their problems AND shows them how to do it (or who to call!).

Do you have an opt-in on your website? Maybe you’ve been delaying creating one, as you don’t know what to do? If so, what was your biggest takeaway from my blog post today? Why not share it (and your next action steps) in the comments box below!

Images © Stuart Miles &aihumnoi/Dollar Photo Club

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