List Building Mistake Number 3 – Failing to List the Benefits of Opting in on Your Opt-In Page
When you are list building your opt-in page must have clear benefits listed for joining your list community. It has to pass the “who cares” test, because a person’s coming to this page and they’re considering trading their email address for something. So they’re thinking, “What’s in it for me?”
4 important questions you must answer
In all your marketing messages you want to meet these criteria, especially on something like this. You want to answer these four questions:
1. What is this and what is it about? – Are you being clear about what you are offering and clear about the benefits?
2. What’s in it for me? – People want to know what’s in it for them. They’re listening to, as you’ve heard me say before, radio station WIIFM – What’s In It For Me.
3. Do I trust this person? – How in the world can they decide if they trust somebody from looking at the opt-in page? Lots of different ways. Something as simple as on the bottom of mine where I have the copyright notice and contact information. That ups peoples’ trust.
4. Do I feel good about doing this? Is this a no-brainer?
So it’s: what is this about, what’s in it for me, do I trust this person, and do I feel good about doing this?
Those are taken care of many times in a list of benefits. What am I getting out of this? Why am I doing this? Maybe it’s just one of those benefits listed that tips the person over. That may be the thing that decides them to say, “Hey, I’m going to opt-in here.”