1. Who Are You Speaking With?


How to Create an Opt-in Offer in 6 Simple Steps

The function of an opt-in offer is to provide immediate value to your visitor. Sounds simple enough, but first we need to find out who your visitor is and what they find valuable.

​The easiest way to do that is to create an imaginary avatar of someone who might be reading your content. This is the person for whom you'll create your opt-in offer.

Think about questions like:​

  • Are they male or female?
  • What is their job situation?
  • How old are they?
  • Do they have a family?
  • What’s their lifestyle?
  • What do they like to do in their free time?
  • How well do they know your topic?

Creating a Quick Audience Avatar

This person is not real. They are simply a representation of someone who might be part of your audience. Describe this imaginary person, your “customer avatar” shortly by filling in the blanks of this sentence:

My typical customer is [blank], and they're interested in [blank].​

You might use a simple example, like this:

My typical customer is a female interested in hiking and trail running.

This is a good start. We've begun narrowing down our target audience, but we still know very little about this person. Let's expand our example sentence a bit:

My typical customer is [gender] working in [income bracket], and is [age].​ He lives in [form of living] with [family]. He is interested in [main interests] and loves to spend his free time [main weekly hobby]. He has been interested in [main interests] for [time interested].

Now we need to get closer and find out more about our audience. By reading blog post comments and Facebook groups, we find out more about our avatar:

My typical customer is a female​ working in a $30k/yr job​ and is 30 years old​. She lives in a small apartment ​with her significant other​. She is interested in hiking ​and trail running​ and loves to spend her free time in outdoor events like rock climbing​. She has been interested in (trail running)​ for 5­-10 ​years.

Our imaginary person is slowly becoming more personable, more human. But we still don't know how this person THINKS.

Let's expand the template one more time:

My typical customer is [age].​ His name is [imaginary name] and he is a [calling / passion]. He's been wanting to [dream], but doesn't know where to start. He's a good [calling / passion], but could really use some help on how to [skills relating to passion].

He works [main source of income], so he can only work on [dream] on the weekends. [Imaginary name] lives with [family / form of living] and he wants to [dream lifestyle], [frustration] and [objection].​

By asking questions like these, you have no choice but to dig deep into this person's wishes and deepest thoughts.

My typical customer is 33 years old. Her name is Joanna and she is a mountain climber. She's been wanting to open her own adventure company, but doesn't know where to start. She's a great wilderness guide and mountain climber, but could really use some help on basic business skills.

She works at a library during the week, so she can only study about starting a business on the weekends.​ Joanna lives with her boyfriend in a small apartment, but would like to live on the road travelling. They both hate their jobs and don't have much money or free time.

Do the same for your audience avatar, and save it. Stick it on a wall or on your monitor. This is the person you're speaking with.

Notice how specific you can be and still have a sizeable target audience?

The more specific you make your avatar, the more commonalities your audience will have, and the easier it will be for you to create an irresistible opt-­in offer.

Tools & Resources

If you’re stuck, here’s a short article to introduce you to audience research and how to find a customer avatar.

If you already have a small audience, here are 18 tools you can use to gather more detailed information about them.

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