There are two key reasons why having an opt-in offer on your website is critical. First, it entices your visitors to give you their email address in exchange for your free gift—allowing you to communicate with and market to them over time. And second, your free gift should be one of the tools you use to move them along the “know, like, trust continuum”—ideally transitioning them from a warm prospect to a paying client. In this article, I’m sharing my top 6 “must haves” for creating a free gift that converts.
#1 – Showcase your expertise.
Your free gift is an opportunity to build credibility with your prospects by showing them you are an expert on your topic. We’ve all downloaded freebies in the past that left us feeling underwhelmed. Don’t let this happen to your audience. Provide them with valuable, actionable content directly related to the area they’re struggling with the most. In fact, I’ve heard people say that “it should hurt a little to be giving away such valuable content.” But trust me, the better your opt-in offer, the higher your conversion to paying clients.
#2 – BUT don’t give away the farm.
Ok, this is going to seem like I’m contradicting tip #1, but not exactly. You want to provide them with some of your best stuff, but not EVERYTHING. The key is to give away the why, the what and just a little bit of the how–but not the “exactly how.” This leaves them wanting more…and with some motivation to explore working with you.
#3 – Share your compelling story.
The quicker your prospects get to know you, the quicker they’ll feel connected to you. And, as you’ve heard me say before, people do business with people they know, like and trust. Share the path that led you to what you’re doing now, your big “why” and be sure to keep an overarching tone of your personality throughout. Be your “you-i-est you.”
#4 – Position the purchase.
When you deliver your content, you want to make sure you’re calling attention to the gap between where your prospect is now (what they’re struggling with and how it feels) and where they want to be. Then, you want to make it clear that why they’re in that position is that they lack exactly what it is that you offer. So you are positioning your services as the bridge to get them from where they are to where they want to be.
#5 – Give them the next step.
Once you’ve created that gap, you want to let them know the immediate next step they can take to get some relief for themselves. This could be scheduling an enrollment conversation with you (otherwise known as a strategy session, sales conversation or “get acquainted” call). Or perhaps, you want to direct them to your Home Study Program. Be sure that your call to action and the steps they need to take are crystal clear. And avoid pitching your highest-tier offerings from the get-go. Ideally, you want to select something where the investment risk is proportionate to the level of the relationship you’ve created with your freebie.
#6 – Keep it simple.
One of my favorite mantras is “done is better than perfect.” This certainly applies to your free gift. I see so many people missing opportunities to get their opt-in offer up and running on their website because they’re trying to get it perfect. If you don’t have anything out there now, pull something together as soon as possible. Here are some options to consider. And then you can always go back and rethink your offer, tweak it and update it.
Which of these tips resonated most with you?
Are you ready to get started creating your free gift?
By Dana D'Orsi