Today we’ll be talking about how much of your knowledge/expertise should you be giving away in your opt in.
You want to be sure that you’re giving away enough value, but you don’t want to give away knowledge that you can actually sell, or help prospective clients so much for free that they don’t need to hire you anymore.
Reina Pomeroy calls this “verticals.” Work backwards from the very biggest end goal, and work that into an opt in.
For us, the end result is creating a digital product. Before that is a smaller warm up product. Before that is an opt in, and before that is your content. If you’re interested in learning more about verticals, I’ll link to an episode with Reina below. It’s called “Creating Verticals in Your Business” on the Creative Empire Podcast.
First, create a list of the different types of blog posts you want to create for your opt in. I usually say to create somewhere between 5 and 10 blog posts to promote your opt in. This is assuming you already have an idea for an opt in.
If you have no idea what you want to do, you can go back and listen to the episode that covers coming up with opt in ideas.
After your blog post ideas, write down your opt in idea, your smaller digital product idea, and your big digital product idea.
For example, Jelisa is a social media manager. She runs FB ads and IG accounts for her clients. Her end goal is get people to hire her to do this.
Her next goal down is to create a series of products that will help people be their own IG and FB managers. This is for people who can’t afford to hire out this service. It will show people how to create content, how to plan it out, and how to schedule it.
She is creating an opt in that will explain to people why it matters, why they should approach their IG as a professional, and how she handles IG for her clients. This is the most important step. Why should someone care? You need to answer this for people to have an effective opt in.
Next she shows them how she does it. She shows them a bit of how she manages her clients IG accounts.
Leading up to that opt in, she’ll have blog posts explaining the different parts of managing an IG account. You want to create a lot of really great content for people with no strings attached. She’s not asking them for anything in return. They don’t have to do anything other than visit the blog.
The blog leads to the opt in. This is more of an investment for someone because they have to trade their email for the content, but they’re happy to do this because they’ve already spent time on the blog and know that she delivers quality content.
From the opt in, she’ll lead people to a smaller digital product. For Jelisa, this will be a social calendar. It will help people schedule their own IG posts in a way that’s effective for their business.
By the time people have purchased the small digital product, you’ve identified the people who are most willing to buy additional products from you. They are people who are familiar with you and the value that you deliver.
Back to how much content you should provide in your opt in, you should think too much about the amount of content, but rather about how to give your customers and clients a quick win. How can you help them accomplish something? In my opinion, you can’t give away too much but you can overwhelm people.
I want you to write down all the steps that someone has to take to finish your opt in, and figure out what win they’re getting by finishing your opt in.
So give people the why, some of the how, and a quick win. In Jelisa’s case, she’s giving people a checklist so that they can manage their IG the way she manages hers. They’ll get set up to professionally manage their own account.
The thing with opt ins is that there are a bajillion of them out there, so you need to differentiate yourself by giving people something concrete that they can accomplish fairly quickly.
I’m officially giving you permission to not worry about giving away too much in your opt in. When you’re trying to build a relationship with someone, you shouldn’t worry about giving too much.
Just remember, quick wins, no overwhelm. If it’s a longer process, break it up over a couple days. Since people don’t pay for opt ins, they’re not as willing to hold themselves accountable to make up the investment, so you want to make sure it’s not too challenging for people to stick with your program.
Another wonderful woman in my group program is Jenn. She runs Nash Franks Creative. She’s putting together a 5 day email course that will help people get their brand together so that they can have a consistent brand across their website and across social media. People will accomplish one task each day and by the end they will have made a ton of progress on their branding.
The main tasks are things like moving all of your logo files into a folder, getting your color palette together, sourcing images for a brand. She’ll also provide some information so that you can understand each of the parts of a brand better if you’re not a designer.
It turns out one of the biggest road blocks to syncing up your brand between your website and social media is just understanding all of the parts of a brand and getting them organized so they can easily be used.
Hopefully these examples give you an idea about what kind of content to include in an opt in.
Don’t worry about giving too much, just focus on delivering quick wins and demonstrating to people that you’re an expert who loves to share value.
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