When building your opt-in page, you should include these elements:
- A headline that grabs your reader by the throat.
- A subheadline that restates your offer and what they’re getting.
- Ultra-compelling fascination bullets: Short and punchy explanation of how the content is going to help your prospect and make sure they’re oozing with intrigue.
- A visual representation of what they’re getting – a free report, cheat sheet, etc.
- A basic form for people to enter their name and email to access the content.
The Opt-In Headline
Focus on solving one specific pain point for your prospect.
Turn up the volume and take it to the extreme.
Headline Formula:
Finally! How to Get [DESIRED RESULT] Without [THING THEY FEAR MOST] in [SPECIFIC TIME FRAME] – Guaranteed.
‘[PROBLEM]? Get My [SOLUTION] and [RESULT]’
The Opt-In Sub-headline
Explain how this will be delivered, and leave nothing to question
The subheadline simply restates your offer and what they’re specifically getting, such as this: ‘26-page Paleo cookbook including 16 delicious Paleo-friendly recipes you can make in under 20 minutes PLUS beautiful high-resolution pictures’.
Ultra-Compelling Fascination Bullets
The number one thing that impacts the effectiveness of your bullets?
It’s curiosity.
‘Curiosity’, said the legendary American advertising pioneer Claude Hopkins, ‘is among the strongest of human incentives’.
Instead of barraging prospects with blatant benefits, you want to craft bullet copy that teases, tantalises, and tempts prospects — intensifying their curiosity to almost unbearable levels, and then inviting them to satisfy that curiosity for free, simply by opting in.
Fascination Bullet Copy Formulas
- How to X without Y! ‘How to get washboard abs without doing a single sit-up’. ‘How to meet single men without speed dating or hanging out in bars’. ‘How to invest in real estate with no money down’.
- You need X, right? Wrong! Address a common belief and then create massive curiosity by talking against it. ‘Drinking 3 litres of water a day is healthy, right? WRONG!’
- Discover! ‘Discover the number one thing you can do to stay 20 times more hydrated than drinking water’. This creates massive intrigue.
- X ways to Y This is the most classic of all, ‘Five ways to meet single women in Melbourne’. Classic, straight forward copy.
- Where to find Y: ‘Where to find the most ravenous hyperactive buyers online’.
- How to eliminate X: ‘How to stop joint pain forever’. ‘How to never pay another cent in tax’.
- What you should never: This is a great one, as people are more compelled to know what they shouldn’t do than what they should. Fear of loss (pain) is greater than fear of attainment (joy). ‘What you should never say to a woman on your first date’. ‘What you should never do when trying to win over a prospect’.
- Say goodbye to X [frustration]: ‘Say goodbye to calorie counting and hour-long cardio sessions’.
- The truth about Y: ‘The dirty truth about fish oil revealed’. ‘The truth about flossing only after you’ve brushed your teeth’.
- Have you been doing X wrong? (And does it really matter?) **‘Have you been boiling your eggs in the wrong pot? (And does it really matter?)’
‘Show, Don’t Tell’: Visually Represent the Value of the Opt-In
You need to show them, and make it polished so the perceived value is very high.
If it’s a free report or ebook, show them a physical book or brochure mock- up. If it’s a cheat sheet, show them how many pages they are getting.
Collect Their Name and Email Address
The less information you ask for, the higher the conversion rate on your opt-in page.
their name and email address – is enough! (We’ll then use email automation to nurture these prospects over time.)
Once the user inputs the data. User will be redirected to the Thank You page. THEY ARE HOT CUSTOMERS. Take advantage of Thank You page and use them to make a good offer.