Bland opt-in offers don’t address the visitor’s problems with any urgency – and they don’t entice people enough to fork over the name and email details. So what can you offer that sets you apart from other marketers in the same niche?
Find Out What Your People in Your Niche Needs
One of the worst offenses to your visitors is to offer them something they don’t need. When you think of need, dig down deep. Dig into why a client feels desperate, or curious, or thoughtful. Or determine what a prospective client needs by asking questions or asking them to fill out a survey intended to discover needs. Then you can supply the solutions.
Instead of of selling How to Have Pretty Skin, instead, touch on the concept of shame and beauty with a report called, “7 Ways to Clear Up Acne Overnight.”
- Be specific about the problem.
- Add a sense of urgency to get the solution.
- Don’t offer a report on how to make your first $100 online, but offer it on how to make that first $100 today.
If you don’t have a list yet and you don’t know what your audience might need, start researching. Where do you look? Where do people routinely go when they need advice from others in the same predicament?
- Online forums
- A specific Facebook group
- Asking on Facebook for your friends to respond to your questions.
You can go to Google, type in the niche, and the word forum. (parenting forum). Choose from Google’s menu of forums to see what people need. Here’s a great example: http://www.psychforums.com/insomnia. You don’t have to go into the conversational threads to get some great opt-in report ideas for insomnia. Examples could include:
• Natural Insomnia Remedies
• How to Fix a Messed Up Sleep Schedule
• How to Sleep When You Don’t Feel Tired
• A Beginner’s Guide to Curing Insomnia
Another place you can visit for ideas on what consumers need is the comment section of other blogs. Whenever you see a blog with a thriving community, people often comment and discuss their needs – especially if the post doesn’t answer all of their questions.
Look at these blog comments, for example: http://sleepstarved.org/2010/08/25/unexpected-help/#comments – reading through that, you can get some ideas for niche reports for your opt in offer.
For instance, one comment talks about the difference between insomniacs and perpetual thinkers. That could spark the idea for you to create a report called “Do You Really Have Insomnia?” The report differentiates between someone having sleep problems and someone whose mind won’t shut off.
Another place to see what people need in any niche is through keyword tools. There are both free and paid also tools. Ubersuggest.org is a free option. Just type in your niche and you can see what people want to know.
Using this tool, if I type in “insomnia” first, one of the top 10 listings is “insomnia cures.” Click on it and go one step further, and you see report ideas such as:
• Insomnia cures for depression
• Insomnia cures during pregnancy
• Natural insomnia cures
Deliver Value They Would Pay For
For many marketers, their big mistake isn’t in coming up with an idea. The mistake is failing to provide value. This is your very first impression with a potential new subscriber.
You want to go above and beyond and wow your audience with what you over-deliver to them. When you start planning your opt- in offer, think of it as a paid offer.
For example, you want to give away a whole course–where they download it or access it and can’t believe you just gave that away. In this example, new members to your audience will be sharing it with others.
The next step is to price your opt-in offer. In that way, you can show more value by saying, “My FREE Gift to You: Download My Insomnia Kit Now (Regularly $27)!”
Your subscribers want true value. You could increase conversions whenever you put a product in the marketplace. Your readers will be thinking, “Wow, if she gives this much value away for FREE, I can’t begin to imagine what great information s/he’s charging for!”
Make your opt in offer longer, meatier, and more informative than the competition. Another way to do it better to be very cutting edge with your information.
So take your niche and go to Google and type it in. Then click on the News tab. So here’s an article I just pulled from the recent news about insomnia:
You can add that to your report. This up-to-date research might give someone a huge relief from their worry – or it might alert them to urgent information they need to know now.
Offer Multiple Formats for Your Prospective Subscribers
Many marketers just offer updates on a product or information product. That’s the worst type of opt-in offer to have. Anyone can go to your blog through their bookmarks, or choose to use an RSS feed to check for new content. Here are some of the formats you can choose to offer for your new subscribers:
Email Series: These can be done in a variety of ways. Usually it’s a timing slant. So for instance, you could offer:
• 7 Day Diet Plan
• 2 Week Sleep Improvement Course
• 365 Day Stress Relief Tips
Short Report: You can create a short PDF file for your subscribers to download and devour. Extra points if you encourage them to share it virally with their friends!
Membership Access – Give someone access to something exclusive – a membership site. You can have a free level where users get in and get to see inside, and then they can level up to a gold or silver membership.
Audio File – Not everyone likes text. Some people like to learn on the go. You can create a podcast that subscribers love. It can be you talking or you interviewing someone – or even you being interviewed by someone else!
Video File – A video course is a great opt in freebie. Not everyone has fast Internet, so if you go this route, give them the download files to watch on their desktop so they don’t have to worry about streaming speed.
Split Test Your Offers – Make sure that whatever option you choose when creating an unbeatable opt in offer, you test and tweak throughout the year. Set up a split test so that you have different offers.
See what people like best. Test different formats for the same information. Test different offers completely. Test different ways of saying what it is you’re offering them as a freebie.
If you hang out online at all, then most likely, you have heard that online coaching can be a lucrative business. Most business owners, who work a few hours each month in their online coaching business, earn above the average household income in the United States. If planned well, online coaching could be a lucrative business.
Why is it tough to succeed in an online coaching business? It does not matter if you are an expert. The fact that you are considering getting into online coaching reflects that you are an expert in one area of your life.
Your Coaching Expertise Is Not the Issue.
Instead, most people, who have coaching expertise, are not experts in building a business. The main problem is when a coach promotes an online coaching business in the wrong way.
The first common way people promote a coaching business is through press releases. A well-written press release could put your brand in front of the right eyeballs. You could have more clients over time.
Press releases are pieces of information that are supposed to help the press do their job. However, media specialists seek newsworthy developments that impact your business. They have little interest in promoting you or your business.
So how is your press release newsworthy? What is your hook to the story: a new coaching method? Provide an introduction to possible new clients? A checklist, booklet, or an ebook that helps a client change viewpoints?
Another method is to watch the news or media trends and write your media release about those topics. That’s how you play the press release game.
Example: Outline of Press Release
For Immediate Release
• Summary Bullet Point One
• Summary Bullet Point Two
• Summary Bullet Point Three
Location, State –
Your first step before you start gathering names and emails for your client list is to identify your target market.
Only by describing your target market in detail can you give them the useful content and recommend offers they need. You create a target market profile that perfectly fits your client’s profile.
1. Basic Demographics. Gather necessary demographic information such as age, gender, location, income level, and education level.
2. Interests and Hobbies. Identify how the people in your target market spend their free time. What do they get excited about and what do they like to do?
3. Perceptions and Opinions. How your customers see themselves and the world around them is essential for you to know. Identify the types of things they think are interesting, amusing, annoying, frustrating, etc.
4. Values. Along with what they like and don’t like, identify what is relevant to your audience. They might value family, hard work, saving money, safety, individual expression, and such.
5. Shopping Behavior. What do your customers buy and how much money do they spend on the items? The critical fact helps identify their priority, and it enables you to understand what products to offer, how often, and at what prices.
6. Groups and Associations. To which groups, organizations, and associations do your list members belong? This fact corresponds to how they see themselves and define their interests and hobbies.
7. Lists To Which They Subscribe. Identify what other listings your subscribers have joined. It’s also good to know from what other companies they buy. Where do they go when they need information on a particular topic?
8. Language Considerations. Identify the tone of your audience’s language. Do they use slang or idiomatic speech patterns, or are they more professional and formal in their language use? Do they stick to just the facts, or are they like to hear your personal stories?
9. Problems, Pains, and Fears. The trio of topics is the most critical bit of information you need to know about your target market. Identify areas where they have problems, pain, fear, worries, or questions. What are they missing but badly needing? You will aim to offer products and services that address these deficits.
10. Where Your Market Spends Time. Where does your target market hang out both online and offline? That is where you’ll go to find and connect with them.
There are some ways to locate all this information. You can use social media, online forums, or Facebook to find and listen to your potential clients’ conversations. Or, you can come right out and ask them. Research your competition and other companies in your niche. Look at critical influencers in your niche and review their followers.
Develop the Final Target Market Profile
• Research your target market and fill out all of the above information on your Target Market Profile Worksheet.
• Identify at least two different segments of your market and create a profile of an individual in each segment that’s a perfect fit for your
My ideal client is between 35 and 65. She may be married or divorced with one or two children. She is middle class, educated, and lives in a middle-to-upper class neighborhood.
She has always been financially independent. She owns her own business or would like to have a part time business of her own. She is discerning with money, though will rarely spend it on herself unless it’s for a practical reason.
She makes lists and likes to be able to cross everything off her list, even though there is often more there than she can achieve. She compares her achievements to others as a way of gauging her worth. She often is overcritical of herself and lacks compassion for herself, though finds it for others.
She grew up in an environment where she had to take on responsibilities too early, which forced her to put aside her creative, spontaneous side and lose touch with her own needs and intuition. As a result, she is an over-responsible, independent, strong adult. She is dependable and tries to be there for others, whether it is in her best interest or not. She is overly loyal and often takes care of others because she feels like she should because nice people do that.
She follows the rules. She lives a lot in her own head and is afraid of making the wrong decision. She is a thinker and analyzer. As a result, she has lost touch with her own feelings and needs.
She has difficulty setting boundaries with others until circumstances become extreme. When she does set a boundary, she feels guilty and often softens the boundary or changes it to suit the other person. She says “yes” when she doesn’t want to, then feels resentful. She doesn’t have a good sense of self-worth and therefore has difficulty honoring herself.
She’s unaware of her own values and using them as a way of navigating life or making decisions. She makes decisions out of fear or guilt. Only when she feels she’s been pushed too far will she get angry and lash out or finally give herself what she wants.
She is a busy person who experiences free floating anxiety in quiet moments. She tries to get out of these feelings through staying busy, eating, or distracting herself with Internet activities. She is afraid to feel “negative” feelings for fear they will lead to something bad or shut her down completely. She is knowledgeable about positive thinking and feels guilty or fearful if she isn’t thinking constructively.
She has a spiritual reference (God, the Universe, Spirit, Higher Self) and may engage in a spiritual practice. She has trouble with meditation because her mind is constantly busy. She loves self-help books, psychology, and spirituality (especially relationship books, Law of Attraction, and codependency). She loves to read or learn about these things so she can fix her problems. When an issue arises, a book or self-help source soothes her. She feels in control of the problem.
She is afraid to let go of control. She has difficulty relaxing and will often need to eat, drink, or distract herself with Internet use to relax.
She is constantly thinking about the future and the next moment. She’d like to have more fun or nurturing activities, but can’t give herself permission or justify them. She often feels overwhelmed and drained. Her feelings seem to vacillate between anxious and depressed.
She can be found working on her computer either from home or at coffee shops, running errands, and taking care of the people in her life. She enjoys bookstores and self-growth classes. She has a creative side, though it is undeveloped and not given priority. She has a worldly cause she believes in that she may or may not be aware of yet. She enjoys people and has friends, but doesn’t make relationships a priority – this can be because of lack of time or lack of energy.
She has difficulty trusting or being intimate with men. She often attracts untrustworthy or needy men. (Or this could describe her relationship to a husband.)
Her greatest desire is to learn to love herself. She realizes she doesn’t treat herself well and wants to change. Yet she feels caught in shame or guilt when taking steps toward this.
She is tired of feeling anxious and depressed. She wants to feel better about herself and her relationships, but does not know how, despite the self-help books.
She is attracted to my sense of self-acceptance, non-judgment, safety, optimism, and trust in myself and a Higher Power for my safety and future.
She is ready to work with me because she sees my story and wants the balance and security I’ve achieved within myself. She feels seen and safe.
I offer her a place to begin to get to know her own feelings and emotions without fear. I show her how to feel her feelings in a way that will allow, heal them, and lead her to hear her own Inner Voice. She feels encouraged to listen to and take action toward her own needs and self-care. She experiences more self-love, self-compassion, and self-trust.
She feels more settled in her body and is able to feel good about herself and her decisions. When she makes a mistake, she sees the growth and good without shame. Though life may present her challenges, she feels more confident in herself and in life to take care of her. She is able to be with others in a way that allows her to be real and unafraid. She is able to lovingly set boundaries. Her relationship with herself and others are healthier because she is different inside. She now honors herself and is able to present with others in a way that honors them.
New ideas and desires arise in her as a result. She is more in touch with her body, needs, and emotions. She knows more of what she needs and where her limits are. She knows herself and how to take care of herself under stress. She has the resources, tools, and knowledge to handle her life. She can hear own Inner Voice and feels empowered to take risks towards what she desires.