Build for the audience, not the content
This is the biggest mistake that businesses make when creating opt-in pages. They take a look at their lead magnet or content upgrade and build the page and copy around that.
What happens is that they write up how brilliant the content is, without mentioning the audience. WHO you aim a product at is more important than WHAT the product does.
Don’t tell the reader what the lead magnet does. Instead, focus on WHO the audience is and what THEY can do after signing up.
For example, let’s say we have a cheat sheet for dieting over the summer.
Many businesses will write up copy such as the below.
- 15 amazing summer recipes
- The secret ingredient we all love!
- Only one page
- 5 tasty additions to any meal
- All meals cooked in under 15 minutes
This tells us what the content does. But not really how the reader benefits. It might sound obvious to your customers (especially if they’re experts in an area) but for their customers and leads, we need to spell it out.
Benefits and results for the reader need to be specific to the audience. Is the above for bodybuilders, teenagers, new Moms?
Instead, we need to make it obvious to EVERYONE who reads, who the opt-in page is targeted at.
- 15 recipes your kids will love
- The secret ingredient all Moms will love
- All in one iPad screen
- Clean plates every time with our 5 kid-taste addons
- Feed hungry little ones faster and spend less time at the oven
Better, but it’s still telling us what the content does. We want the page to tell the reader what THEY’LL do after handing over their email.
- Have you kids love mealtime every day
- Turn all meals into “Mom of the year” meals with our secret ingredient
- Plan 3 weeks of meals in one glance
- No more arguments! Clean plates every time with 5 kid-taste power-ups
- Spend less time cooking and more time with the little ones
Aim the content AT someone. Talk about their day and what they want. People do not care about what your content does. They care about what they can do after reading it.
Write the opt-in copy first
Most funnel builders will want to jump straight into the opt-in page design and start looking at the clever templates they can use.
Start with the content first. Content first design is where it’s at. Spend some time with your customers and write out the content.
Don’t over-complicate it. You can use our template below to get the fundamentals of what you need.
Customers will want to jump into the design. But we need to create compelling opt-in copy. What we write should be so good that people will opt-in without any design.
It’s also 100x easier to create page design when we know exactly what’s going where.
Use a template
Here’s the super basic template for an opt-in page.
The headline should be clear enough to explain who it’s aimed at and what they can do.
The formula we use, which works very well is:
How [audience type] can [achieve result] without [previous pain].
- How Moms can feed their kids a healthy diet without arguments about cleaning the plate
- How marathon runners can eat healthily and fuel up for long runs without just eating chicken
- How funnel builders can build funnels for customers and charge for it without writing any content
The headline should be strong enough that some readers will opt-in just on the back of the headline.
Next, we want to have 5 clear bullet points that outline what the reader can do after signing up. Use our examples above to create 5 bullet points in the same vein.
- Number of steps to something
- Save time
- Status change
- Save money/feelings
Outline a super brief problem for the reader. Help them understand exactly who this is aimed at. A problem is basically outlining what is wrong with their life at the moment. What’s the problem they’re facing today and what do they want to change?
Again, build it around the audience. Focus on their day, rather than the business or the content.
Include your opt-in form! I’ve seen some beautiful, well-crafted opt-in pages that completely forgot to include a form. Insane.
Name, email, that’s about it.
If you need to include privacy warnings and checkboxes, go ahead and do that too.
Cut the copy in half
Write up the copy. Read it over a few times with the customer. Now cut it in half.
This is the hardest part of the process. So many businesses think they’ve written the most compelling copy on planet Earth. But upon closer inspection, they’ve waffled and repeated themselves. We all do it.
Whatever the word count is, cut it in half. Remove all repetition of the same benefit and probably the first sentence in your problem statement. We want to get down to the fewest words possible.
Which of these sounds more compelling to take action on?
- Lose weight faster than ever – How new Moms can get back to pre-baby weight without eating less
- New Moms can lose weight faster than ever if they change their diet. They don’t have to eat less, but they can get back to pre-baby weight without having to eat less.
Say more with fewer words.
Publish, then split test
Don’t hold off publishing until you’ve got all the mechanics right. A published opt-in page is infinitely more effective than a page sitting in draft.
In an IDEAL world, you would split test from day 1. But many customers aren’t that sophisticated yet. Publish the page and attract 1000 visitors. Measure the opt-in rate and THEN look at optimization and testing.
Building opt-in pages for customers
Write the copy first and focus it from the audience member perspective. Who’s reading it? Would ANYONE reading it know exactly who the page is aimed at?
Write up the copy and focus on keeping to a basic template. It doesn’t need to be complex. Say more with fewer words. Keep it simple, high level and uncomplicated. Avoid long words and keep the word count down.
Cut the copy in half when you’re finished. Boil it down to its absolute core. Don’t bloat your page with unnecessary added words.
Remember your opt-in forms! Publish and split test/ optimize after you’ve got a baseline.
But what if my customers don’t get much traffic?
It’s a good question. Many customers might have low traffic levels to start with. It’s worth investing in remarketing traffic as soon as you can. Driving current visitors back to the landing page.
Experiment with a few hundred dollars on cold traffic to the site too. See what converts and how cold traffic reacts to the page. Consider it all part of the optimization process and build the test budget into your pricing.
If you want to build marketing funnels that customers want to buy, you need to focus on their results and what they want. Just like with the opt-in copy above. Funnel builders that understand their customers can sell more funnels to them.