What Is An Opt-In?

opt-in

What is an opt-in?

Opt-in is a marketing term used regularly in discussions about online marketing and selling.

It can be used as both a noun and a verb. Here are examples:

  • “The goal of the offer is to have the reader opt-in to your list.”
  • “You will want to create an opt-in that is related to the general concept of what you are going to sell.

In the first instance, you are describing the action you want someone to take. Joining your email list so you can warm them up with additional information prior to your promotion. Opting-in.

The second example refers to what you are offering. Your “opt-in.” It is more commonly called a magnet. It is something of value that your reader would like to have. The cost of getting it is providing you with an email address.

Common “opt-in” examples:

  • Checklists
  • Quizzes
  • Tips in PDF form
  • Videos
  • 3 Day Challenges

This is all about list building. That is one of the basic online business skillsets you need to develop to do online selling effectively.

I have created a checklist of Basic Skills For Online Selling.

You can get a free copy of it HERE.

 

Book Club

I believe in lifelong learning. One of the ways I do that in small chunks is by reading. A lot. I am going to share three business related books I’ve read this Fall. I think they may be worth your consideration.

They are:

Writing Without Bulls**t

Joel Bernoff

I took a highlighter to this book and consumed it small manageable chunks. It is full of good writing advice. It made me want to go back through blog posts I’ve written and edit them!

Writing is a core skill I believe any online entrepreneur needs to develop.

This book is about communicating. And selling is communicating, believe me.

Bernoff covers everything from daily emails to marketing emails. Blog posts to Twitter.

As the title implies, he is from the “less is more” school of thought. He constantly implores you to not waste the readers time.

Highly recommended as one of the writing books for your library. You will go back to it over and over. You can buy it HERE.

Mini Habits

 Stephen Guise

This is a quick read and, at least for me, generated immediate good results. If you think you need to make some new and positive changes in your business (or personal) life this book can be helpful.

Even though it is only about 100 pages it could have been shorter. I’m not sure it even had to be a book but that isn’t the point. It worked for me. It was worth my time and I got positive results. The basic idea is to set your daily habit to be a ridiculously easy version of the new habit. Like one push-up a day. There is a lot of science behind his ideas and I found them to be both powerful and easy.

I liked this book and think you might too. You can get it HERE.

Will It Fly?

Pat Flynn

Pat Flynn is a well-known Internet Marketer with a huge Podcast following(Smart Passive Income)and he has written a book to address the number one question newbie onliners ask.

“Is my idea a business that will succeed?”

I’ll let him tell you what the book is about. “How to test your next business idea so you don’t waste your time and money.” I could not have said it better myself. It delivers. Read it before you leap! Get it here.

All work and no play makes Jack a dull boy.

I’ll throw in a bonus pleasure reading comment. I read my first ever Stephen King book this month. It his newest one. I do a lot of fiction reading and for some unknown reason have avoided his books. I am not entertained by “scary” and I suppose that is why I was never interested.

So I stumbled upon his newest at my library and decided to take the plunge. It is titled “The Outsider.” It did not scare me. King only barely entertained me. It was strange (surprise) and took several unusual turns. The writing was good.

In the end? Not my cup of tea. Hey, I tried.

What Is The Most Important Email In Selling?

The single most important email you ever send to someone who has opted-in to your list is the first one. Bar None. Period.

It is almost always the one you pay the least attention to. Stop doing that!

 

Here are a few things to consider:

  • You get ONE chance to make a first impression. (Think hard about that).
  • That impression needs to be one that will make them open the NEXT email.
  • The email should add value and have a mini-conversion.
  • It should reflect back the fears that made them opt-in in the first place.
  • It should start them thinking you know the solution

This first email is when you start working on the know, like trust factor I always harp about. In a direct manner, you have to let them know you are the person they should listen to. YOU are the one who can help them with their pain point.

That pain point is defined by the subject of the magnet they are downloading from you. Make it clear you are the one with the answers!

Then you must reinforce that with good solid value.

Provide a diagnosis of the problem and then reflect back to them what it will look like when the problem is solved. When the pains and frustrations are removed. Describe how good the “new normal” will be.

Then drop what one of my friends calls a “credibility bomb.” Social proof is a strong motivator to convince people to listen to you.

Finally, tell them what the next step is. What action should they take? It doesn’t have to be a biggie. A mini conversion to added value is perfect here.

TIP: I always say you should not be promoting your product right off the bat. And you shouldn’t. Every email cannot be primarily selling.

But making your solution available and promoting are two different animals. If someone joined your list because they are desperate for the solution you certainly don’t want them to wade through 3-7 emails before you offer an opportunity to buy.

One good way to do this during your email funnel is to use “P.S” and say something like “If you need an immediate fix to this problem try THIS.” Add a link to your sales page.

Mini-Conversions. Email Strategy Tip

mini conversionsIt is important for your audience and email list to they know, like and trust you. Marketers refer to that as the Know Like Trust Factor, (KLT). Every email you send your list should have this concept front and center.

A great way to accomplish this is by using the tactic of “mini conversion.” Each email should have a small, actionable task for the reader which gives them value.

When your prospect take an action you recommend and they derive value, you build trust.

One example is suggesting clicking a link to get more information on something relevant to the email topic. It must be a real value.

Continuing this on a regular basis builds the trust factor. Prospects get used to taking actions you recommend. Because the recommendations are valuable it builds trust and authority.

That creates a positive environment when you decide to begin a promotion.

Some examples of mini conversions:

  • Link to a video of you explaining in greater detail.
  • Link to a freebie, such as a checklist, quiz or tip sheet.
  • Linking to a relative podcast. (preferably your own podcast)
  • Link a blog post you wrote that goes deeper into the subject.

If the link or action is something that you have created it will reinforce you as the expert.

Finally, developing trust at the time of your promotion is difficult. You want the trust to exist when you promote. The open rate of those emails along with the conversion rate of your offer will be much higher.

Final note: Wondering about the strange choice of the photo accompanying this post? Well, the car is a British automobile called MINI Cooper! Get it? :).

 

Time To Plan

2019! As Summer meanders towards a close it is time to turn my mind towards next year. Keep doing what you’re doing but it is a great time to start the planning process for next year. It should all be in place by November. December at the latest. If you are reading this after that … Read more