When building your list, the most important thing to have is a truly compelling free offer. What are you giving people in exchange for their information?

People will no longer sign up for a list without getting something in return. They are really signing up to get something that they will benefit from. This item - your Free Opt-in Offer - has to have certain characteristics to really entice people to sign up and then turn them into loyal followers.

A free offer can take many forms: a video series, an audio training, and a downloadable document are common ones. What must your Free Opt-in Offer have? I call them the 4 Cs: Content, creativity, connection, a catchy title.

Let's start with the last one. The only part of your Free offer that prospects will see before they sign up is the title. You can also provide a description or an image of the item. But the title is what will make or break their decision to sign up.

It is important to have a title that describes what they are getting, but that also draws them in and creates curiosity. One technique is to quantify the information in the report (5 Steps..., 10 Tips for...., 3 things to avoid...). 

But, the most important thing the title must do is address the primary struggle your clients have. What do they come to you for? What problem do you solve? Your title will be most effective if it highlights a solution your prospects are looking for.

The next component is content. The content of your piece has to deliver on the promise made in your title. Once they have signed up, you have achieved the goal of capturing their information. So the goal of the piece itself is to begin building trust and a relationship with those who read, watch, or listen to it.

Provide them with information they can use, showcase your solution and your expertise. Many people get concerned that they are giving too much away. But the more you are able to give away, the more trust you will build. If you deliver too little, your prospects will be disappointed and are likely to walk away.

Of course, you can't give away everything you know. So, to add to the content that you are providing, use creativity to further engage people. 

Don't be boring! Creative comparisons or metaphors, imagery, and humor can draw people into the piece as much as the content itself. Creativity allows you to show more of your personality in addition to just your expertise. And that leads to the last "C" -- Connection.

To build a connection to your prospects, you have to include information about yourself. Many people are hesitant to talk about themselves in their marketing, but it is a critical part of the process. I'm not talking about a whole page about you, or "your story." But finding ways to talk about yourself or your experiences in the content of the piece, including a picture of you, will really help people to build trust. They feel like they are "getting to know you."

That connection is what will keep an individual on your list and bring them closer to becoming a loyal paying client.

Creating a good Free Opt-in Offer is worth taking some time to get it right. It is something I love doing with my clients. 

If you haven't seen my own Opt-in Offer, check it out here.

All the best!


07/17/2013 3:55pm

Hi Sarah! Found you via Peggy Harper Lee's page because you posted your blog article! GREAT tips. I'm printing this out as a reminder for my own opt-in-freebie!


Peggy Nolan

08/14/2017 10:03pm

These tips are very helpful, I am sure all of these have been working for almost decades already. In the world of business, there are so many complicated things that might come on your way. If you do not have any knowledge about it, you'll definitely get lost. Reading books or following business-related websites would be a great help for you. If you will do that, you won't be person in this crazy big world called business.

10/24/2014 9:12am

Your personal involvement and interest in that process can increase and boost that setup very quickly. I am really happy from the performance of my whole staff which is working for my network honestly. Choose better ways to increase your ratings in search engines.

11/18/2016 2:10am

wikiessays.com, the best custom essay writing service ever available on the Internet!

07/04/2017 3:13am

When the country was taken by storm when demonetization hit our lives and specially our pockets, the masses were lost and stuck as to what to do now

07/06/2017 12:38am

Good communication between clients and manager is very useful for any agreement or order. Clients should do paper work properly and read it before signing it. Communication gap between both can be harmful for project. Communication can boost your energy in positive way.


Leave a Reply