How to Create an Opt-In that Converts new Clients
You’ve heard them referred to as lead magnets, freebies, free resources, and more, but whatever you call them, opt-ins are an important way to grow your email list, gain new clients, and bring more revenue into your business. Vanessa Ryan, commonly referred to as the “Opt-In Queen” is a master in helping entrepreneurs create opt-ins that convert and grow their businesses. In this episode, Vanessa is giving us all her tips and tricks for why you need an opt-in, how to choose the right one, and how to design one that actually converts!
HOW DID SHE GET HERE?
In 2014 Vanessa was pregnant with her little girl and working part-time for a telemarketing company. She realized that she didn’t want to be doing this when her daughter was born, so she started researching how to make money online and blogging. She landed an online job that got her started, but when she had her little girl, she decided not to go back to that job. She found Facebook groups, and started getting clients for things like logo design and blog design.
Vanessa grew from there, teaching herself Adobe Illustrator and learning about branding, brand messaging, and color psychology. She started charging more and moving up, and she found that she loved working with clients on their email marketing and gaining more clients through opt-ins. She felt burned out, so she took a hiatus from client work and ultimately decided to focus solely on helping entrepreneurs with their opt-ins, and has been successfully focusing on that ever since!
WHAT’S THE PURPOSE OF AN OPT-IN / LEAD MAGNET?
The main purpose of an opt-in is to help you get more of your dream clients and customers. It should be really focused on whatever your end goal is, so your opt-in should be something strategic to help you get more of the work that you love and ultimately helps you make money.
HOW SHOULD SOMEONE GET STARTED IF THEY LACK GRAPHIC DESIGN SKILLS?
If you’re not a designer, it’s fine. There are templates out there that you can use that allow you to focus on your zone of genius, instead of having to spend hours designing something. Templates are not expensive, and you can easily find something that’s professionally designed and still fits with the look you’re going for. Canva even has free templates in their library that you can use to get started. Design is so important for an opt-in, but if you don’t have those skills, you still have plenty of options.
IS IT IMPORTANT FOR OUR OPT-INS TO BE ON BRAND?
If you’re using something that’s not on brand, you’re confusing your audience. This goes for anything you do in your business - everything needs to be on brand and show your audience that it’s you. Make sure that your opt-ins are using the same colors, fonts, etc. as your website, your emails, and your other marketing materials.
WHAT OTHER IMPORTANT ASPECTS SHOULD WE CONSIDER BESIDES DESIGN?
Identify your big picture goal. This is your end result - what do you want them to do and what service or product do you want them to buy as a result of that? Then you create an opt-in that takes them on a journey to that end goal. Focus on a small win that will be a first step for your potential client to feel good about.
Identify your big picture goal, and then create an opt-in that gives a small win toward that goal.
IT OBVIOUSLY VARIES, BUT IS THERE A STANDARD FOR HOW LONG OR SHORT AN OPT-IN SHOULD BE?
It’s not so much about the quantity of what you’re giving away for the opt-in, but it’s the quality of what you’re giving. If you’re teaching someone how to overcome a problem that they’re having or you’re creating something that’s solving that problem for them, it’s going to be much more valuable to their life if you can do it in 5, 10, or 15 minutes instead of a couple of hours. That doesn’t mean you should aim to make it short, because you want to make sure you’re providing value, but you should provide that value in the quickest way you can and not add a bunch of extra stuff to it that they have to work through.
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