Discover the Real Benefits of Your Opt-in Offers

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How to Create Persuasive Opt-in Forms

In the previous lesson you've discovered how to reframe the wording on your opt-in form to make subscribing to your newsletter more enticing.

You've also learned why offering value upfront in return for an email address is a good strategy to get more subscribers.

If you've decided to create an opt-in offer, you've taken a big step in the right direction.

In this lesson you'll discover how to present your opt-in offer to maximize signups.​

Features Vs. Benefits

"Signup to receive our free guide" or "download this checklist" is almost as boring as "Subscribe to our newsletter".

Simply creating an enticing opt-in offer is not enough. You’ll have to “sell” it to your visitors. 

To make your opt-in offer irresistible, you'll have to make sure the visitor understands the benefits they'll get from using the thing you offer.

Don't leave it up to them to discover this. You should spell it out. That's what will make them enter their email.

A common mistake in copy writing is to talk about the "features" of your opt-in offer.

Features will answer the question: What is this thing? Eg. An ebook, a checklist, etc.

But that's not what will make visitors subscribe... They don't really care about the "what" they want to know "What's in it for them?"​.

The answer to that question is the benefit of your opt-in offer.​

A simple way to unravel the benefits of your opt-in offer is to put “this will help/allow you to” behind the feature.

1. This Will Help/Allow You To...

What not to do

As you can see, these examples all offer something valuable upon subscribing.

But... they fail at making this actually enticing.

Try This Instead

The same opt-in offers can be presented in a benefit focused way which will make them instantly more attractive.

It's worth noting that we're not changing the existing opt-in offer. We're simply changing the copy on the opt-in form.

This means that you can do this for your opt-in offers today, no need to create a new opt-in offer.

Let's take a look at how we can improve the above examples.

Minimalist Baker

BEFORE

ADVERTISING THE FEATURES

Detox Guide eBook

AFTER

BENEFIT - “This will help / allow you to”

  • Have more energy 
  • Be more quick-witted
  • Get your body ready for winter

Litmus

BEFORE

ADVERTISING THE FEATURES

Responsive Email Templates

AFTER

BENEFIT - “This will help / allow you to”

  • Please your mobile readers
  • Get 50% more readers
  • Not spend money on a designer/developer

DanielleZeigler

BEFORE

ADVERTISING THE FEATURES

Solopreneur Toolkit

AFTER

BENEFIT - “This will help / allow you to”

  • Double your productivity
  • Help you choose the right tools from the start
  • Avoid rookie mistakes

We've already discovered some interesting benefits.

But we can make it even more powerful!

2. This Will Help/Allow You To (Second Round)

Now to discover the CORE benefits of your offer. start with the benefits you've discovered in the previous exercise and add the same statement: "This will help/allow you to..."

BEFORE

ADVERTISING THE FEATURES

Detox Guide eBook

AFTER

BENEFIT - “This will help / allow you to”

  • Have more energy 
  • Be more quick-witted
  • Get your body ready for winter

1 STEP FURTHER - BENEFIT - “This will help / allow you to”

  • Spend more quality time with your kids
  • Be more productive in your business
  • Avoid burnout

Now let's use these core benefits in the copy of the new opt-in form:

BEFORE

AFTER


BEFORE

ADVERTISING THE FEATURES

Responsive Email Templates

AFTER

BENEFIT - “This will help / allow you to”

  • Please your mobile readers
  • Get 50% more readers
  • Not spend money on a designer/developer

1 STEP FURTHER - BENEFIT - “This will help / allow you to”

  • Create a sustainable online business
  • Get more sales
  • Invest money where it matters

Now let's see how we could use this copy on the new opt-in form:

BEFORE

AFTER


BEFORE

ADVERTISING THE FEATURES

Solopreneur Toolkit

AFTER

BENEFIT - “This will help / allow you to”

  • Double your productivity
  • Help you choose the right tools from the start
  • Avoid rookie mistakes

1 STEP FURTHER - BENEFIT - “This will help / allow you to”

  • Succeed even if this is your first business endeavor

Now let's see how we could use these insights on the new opt-in form:

BEFORE

AFTER

All of the offers became instantly more enticing and the opt-in form much more persuasive by replacing the feature (=what?) with benefits (what's in it for me?).

Now It's Your Turn

1. List the feature(s) of your opt-in offer

2. Add “This will help/allow you to...”

3. Write down the benefits you discover

4. Add again “This will help/allow you to...”

5. Use these benefits in your opt-in form copy

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}
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