As the savvy entrepreneur you are, you already know that having an email list is one of the smartest moves you can make for your business. It sets you up for long-term success and moves your clients off social media and into your grasp. This empowers you to take control of your following, while nurturing and maturing your audience in a way that makes sense for your brand.

BUT, in addition to having the email list, you also have to make it work. And, if you’re wondering how to create an irresistible opt-in, you already know something SO IMPORTANT. There has to be a get-ya-in-the-door-special {and it better be good}.

An irresistible opt-in will look different for everybody!

The following list is generated from opt-in related mistakes I’ve made, and missteps students in my upper-level programs have shared along the way. Glean away, my sparkles. This info will benefit you tremendously – but only if you follow-through.

1.) Hold up, what is an opt-in again? 

An opt-in is a lil’ somethin’ you give in exchange for your followers’ email addresses. You don’t give your email address out to just anyone, right? Assume your followers protect their email addresses, too.  The very last thing they want is more noise in their inbox. Let’s treat them with respect. Create an irresistible opt-in that provides true value to your client.

Pro tip: if you’re marketing to a global audience, you also need to be aware of GDPR changes and implement your list accordingly!  Only marketing in the USA?  It’s still smart to be aware of the rules and best practices!

OPT-IN IDEAS {make your followers feel loved & pretty!}   

• • A discount code or gift certificate
  • Printable tips & tricks
  • Early access to products or sales
  • Rewards program
  • Coaching videos
  • Trending topics or services

2.) When you create an irresistible opt-in for your brand, it has to make sense!

There are a lot of people competing for your potential client’s attention – so you have got to make your opt-in stand out!. Make sure your opt-in DIRECTLY relates to your brand even when you’re providing something unexpected {see no. 4 for more on that}.  If your clients join your email list to get tips on how to prepare for back to school…. you’re setting them up to expect more of the same content in the future.  If you come out of left-field with an opt-in that doesn’t align with your brand, you’re going to have a hard time keeping subscribers long term.

Here’s an example: If you’re teaching photography as a side hustle, sending out an opt-in with your granny’s apple pie recipe doesn’t really make sense, right? However, if you are teaching bloggers how to take photographs for their blog and social channels – giving them five quick tips on how to photograph desserts {along with the recipe} it totally makes sense! Whatever it is, make sure it aligns with your brand and the content you’ll deliver in the future. Position yourself as THE expert {even if you don’t quite feel like it}.

3.) Make sure your opt-in has a high perceived value. 

I’m sure you have some great starter ideas already. However, you need to take those thoughts a step further and make sure your good intentions are backed with strong value when you create an irresistible opt-in. I used to offer social media training in the form of three video lessons. However, I soon learned my clients weren’t pumped about it and rarely did people watch all of the videos… despite the value of the freebie being $49!

When I put together a nine-page strategy guide that contained 30 social media posts for their photography business, the perceived value was suddenly very high because I was directly helping my clients solve a problem and get seen on social media.  I had SO MANY more people join my list AND many of them turned into clients!

Moral of the story?  Always remember that you’re not “selling” or offering your product or download.

You’re selling a solution to a problem.

People don’t get excited about shovels, you guys. They want to shovel faster and with less effort. Right? Solve those pain points for YOUR intended audience, babes. Shovels can be sexy, too… if you present them right. 🙂 

Content with a high perceived value is something that your clients would be willing to pay for if offered. Examples include –  coaching videos, detailed checklists, guides and e-books that go outside the scope of service. Pro tip: if you wouldn’t pay for that info, neither would your clients.

4.) Create an irresistible opt-in that’s unexpected.

Again, your clients and prospects already expect certain things for you, so don’t be trying to label that as “extra.”  This is probably the number one mistake I see my clients {even my super-smart ones} making all the time!  If your clients are expecting you to help them with something during the process of working with you – it’s not opt-in material.  Is it something they can already find on your website – it’s not opt-in material.  If it’s not exciting info that only a pro would know – it’s not opt-in material.

Here’s one example: your clients already expect you to help address their wardrobe concerns {this isn’t bonus material}.  Offering a what to wear guide isn’t exciting – that’s just you doing your job.  Could it be a blog post?  Sure!  Or part of your client journey?  Absolutely!  But is it exciting?  Heck no.

Throw some sparkles at them and do the unexpected – that’s what will get you email leads in the long-run!

5.) Know what programs {& technology} to use.

Additionally, you need a great program to make this all happen {but that doesn’t mean you have to spend a lot to make it happen!}. I highly recommend MailChimp unless you’re managing a larger company. You’ll also need a landing page that collects emails and names {this can be done in mailchimp or via a website plugin}, a thank you page, and a follow-up email.

PRO TIP: sometimes your emails are viewed as spam. So, be sure you have a “thank you” page, with further instructions on how to add your email address to allowed senders. Be sure they are getting your emails, girlfriend! It’s simple due diligence that will get you far.

When you create an irresistible opt-in, remember the bottom line:

This ain’t easy. Also, you may need to create new opt-ins if the first one sucks {sorry, it happens!}. If you’re writing a blog post, include a link to your opt-in. If you share on social, include the link. In your Insta bio, include the link. Share, share, share! If you do it right, you will reap the reward of your hard work.

Ready to learn more? Yeah, you are! Go grab my freebie and learn how to respond when you get that dreaded email asking, “what are your prices?” I’d also love to save you a seat in my email marketing mini-workshop. Are you ready? Get serious about your list and I’ll see you in class!