Your opt-in bonus should be a bridge between your prospect and the products and services you offer. The best incentives provide what some call the “pink spoon” experience… a free taste of what you have to offer.
The idea behind an ideal opt-in bonus is that it is a low-risk way for prospects to sample the wares. So, your opt-in incentive needs to accomplish these things:
- Be attractive, compelling and enticing to your prospects.
- Be a sample of what you have to offer.
- Showcase your expertise.
- Be an expression of your brand.
Let me go into each of these a little bit further.
Be attractive, compelling and enticing to your prospects.
What answer is your target market searching for that you can provide? What keeps them up at night that you can help put their mind at ease? If your opt-in bonus solves a pressing concern or problem, it will be more enticing to your target market.
Be a sample of what you have to offer.
Your incentive should provide a mini-experience of your services. It should give the subscriber an idea of what it might be to work with you. And, it should provide this experience in a way that will leave the subscriber wanting more… wanting to work with you.
Showcase your expertise.
Your free gift for subscribing should illustrate why you are the person to be providing this product or service. Why should a customer buy a widget from you? Why should a client work with you? You are good at what you do, that’s why! So show off that expertise in your bonus gift.
Be an expression of your brand.
Your opt-in gift should express your brand just as much and as well as any other communication piece in your marketing arsenal. It should look like it comes from your business. It should sound like it comes from your business. It should feel like it comes from your business. In every way, it should be consistent with what your brand is all about.
Not having a compelling opt-in incentive is the fourth deadly mistake of home page design. If you would like to know what all five deadly mistakes are, grab a copy of my book, Home Sweet Home Page: The 5 Deadly Mistakes Authors, Speakers and Coaches Make with Their Website’s Home Page and How To Fix Them!
Video Version of this Article
Want to know what all five deadly mistakes are? Grab a copy of my new book, Home Sweet Home Page: How to Fix the 5 Deadly Mistakes Authors, Speakers and Coaches Make with Their Website’s Home Page