G
Graham Camp
Guest
When you build an opt-in page, the goal is to have it convert prospective customers into subscribers. To build a relationship with a customer and offer them high quality advice, they have to take the action and opt-in. Opt-in pages with the highest bounce rate fail to answer these three questions. What is it? Who is it about? What do I get? Note: In a world of distractibility you have 5 seconds to answer these questions. Doing this will get you a high opt-in rate and lead to sales.
What is it? The two major motivational forces of human behaviour are, the desire to alleviate pain or gain pleasure. These are the forces that create action. When someone has a need or a want, they feel pain. Your job in business is to remove that pain for that person in lieu of a fee. That being said, to get customers it’s not enough to have that solution. You have to communicate that you have a solution. Marketing is communication that gets customers. Your opt-in page has to convey very quickly that you have a solution to a need or want that a customer has. “What is it?” means what is the need or want that the customer has that you are going to solve. Your opt-in page shouldn’t be the title of your business, product or anything about you, which leads to the next question
Who is it about? Think of your opt-in page as a stage. On that stage there is a spotlight. You can only put one thing in the spotlight. Most marketers put their business, their product or themselves in the spotlight when they should be putting their customer in the spotlight. They say things like, “15 years experience of dog training”. I think there is some value in saying this. Credibility is important but it’s not as enticing as saying, “after watching your dog will never poop on the floor again”. The latter taps into the pain the customer feels which creates action. People buy on emotion so hit them with the logical statements after they have been primed by the emotional impulses of having their pain eliminated.
What do I get? Nothing in this world is free. Especially contact information of people who know your marketing to them. If there is nothing in it for them, they don’t care. Your opt-in page clearly and concisely tells them you have a solution to their problem. After they opt-in, you give it to them. What are you giving them? You have to tell them the answer on your opt-in page. This is straight forward. Make sure this piece of information is extremely valuable as this is what builds a relationship with your subscriber and gets them excited about opening your emails
Remember this is information on the first 5 seconds of a visitors experience. Build your headlines with this in mind. The great thing about business is you can try ten things and see if it works. Keep doing the stuff that works and stop doing the stuff that fails. This is what creates learning. Cheers!
What is it? The two major motivational forces of human behaviour are, the desire to alleviate pain or gain pleasure. These are the forces that create action. When someone has a need or a want, they feel pain. Your job in business is to remove that pain for that person in lieu of a fee. That being said, to get customers it’s not enough to have that solution. You have to communicate that you have a solution. Marketing is communication that gets customers. Your opt-in page has to convey very quickly that you have a solution to a need or want that a customer has. “What is it?” means what is the need or want that the customer has that you are going to solve. Your opt-in page shouldn’t be the title of your business, product or anything about you, which leads to the next question
Who is it about? Think of your opt-in page as a stage. On that stage there is a spotlight. You can only put one thing in the spotlight. Most marketers put their business, their product or themselves in the spotlight when they should be putting their customer in the spotlight. They say things like, “15 years experience of dog training”. I think there is some value in saying this. Credibility is important but it’s not as enticing as saying, “after watching your dog will never poop on the floor again”. The latter taps into the pain the customer feels which creates action. People buy on emotion so hit them with the logical statements after they have been primed by the emotional impulses of having their pain eliminated.
What do I get? Nothing in this world is free. Especially contact information of people who know your marketing to them. If there is nothing in it for them, they don’t care. Your opt-in page clearly and concisely tells them you have a solution to their problem. After they opt-in, you give it to them. What are you giving them? You have to tell them the answer on your opt-in page. This is straight forward. Make sure this piece of information is extremely valuable as this is what builds a relationship with your subscriber and gets them excited about opening your emails
Remember this is information on the first 5 seconds of a visitors experience. Build your headlines with this in mind. The great thing about business is you can try ten things and see if it works. Keep doing the stuff that works and stop doing the stuff that fails. This is what creates learning. Cheers!
