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.
Host a Giveaway Event With Other Marketers
A giveaway event startles some newcomers to online marketing. First, they don’t like the idea of giving away anything and not being compensated for it. That’s just a part of developing loyalty and good branding so you have to think of it like you’re walking through Sam’s Club for groceries and someone hands you a bite-sized taste. You appreciate that, right? The second that worries them is the thought of sharing their up and coming list with others. If you join a giveaway event with 5 other marketers, it’s not just you sending your list to them – it’s them sending their list to you, so you have the potential to increase your list five-fold! You have to eliminate your stingy mindset and think in terms of providing your list with a value opportunity. You’re going to share your audience. You probably already do that anyway if you’re an affiliate marketer (or plan to be). It’s no different.
Research Other Thought Leaders in Your Night
So once you decide you want to host a giveaway event with other marketers, yo have to find who you want to line up with. If you don’t already have a group of people in mind, you have to start finding them. Spy on other marketers who are on Twitter, Facebook, and Google Plus. Look for the people your followers follow and see if you see any candidates. See who is talking about the same topics and who are the leaders who have people sharing their content. Look on Amazon to see which Kindle self published authors are on there using Kindle to attract a new audience. Look inside their book to see if you like what and how they teach and look for ways to contact them. SEO (search engine optimization) rank is another way to find thought leaders in your niche. If you are a leader, chances are you have stability in the search engines, and people are sharing your links and helping fortify your position, so reach out to those people who have earned that ranking. You want to see what the size of their following is. Ideally, you’ll be hooking up with other marketers at or above your level of list strength so that you pull in more people to your own list. Sign up to list to see what they offer and how they operate. You want people similar to what you do. You definitely don’t want to align yourself with any scammers or unethical individuals. Reach out for JV giveaway partners on threads in marketing forums. The Warrior Forum, for example, has a JV section where you could post your opportunity, but make sure you filter the people instead of allowing it to be a free for all. If your audience exists, and you already have a list going to some extent, then ask them who they align you with. You’ll usually have people responding to tell you that they know of 1-2 other people similar to you who they respect. Contact each person you vet for viability and then ask if they’d be interested in forming a joint giveaway with you. Gauge general interest at first or, go ahead to the next step and create your guidelines and email your prospects the guidelines along with your initial request.
Create Guidelines for the Giveaway
After you contact the others (or even before), create a list of guidelines for the participants. There are several things you can include, or leave out what doesn’t matter. Size (like number of pages) might be a consideration for you. For instance, it might be a 50+ page eBook or 5 page short report. Maybe it’s an article pack or even five hours of video or audio tutorials. Maybe you’ll want to put a dollar limit on it and make it value based. For example, “Must be something you normally sell for at least $27.” You’ll want to put the value on the offers to show the visitors everything they’re getting free. Topics might be a consideration, too. You’ll already be honing in on people who are in the same niche, but you might want to go one step further. For example, let’s say you are in the diet niche. Your giveaway event might be built around one topic, like nutrition. So everyone has to submit a product for the event about nutrition. They can’t focus on diet drugs or exercise. Themes are similar to this concept, and you might want to create a theme for your giveaway event. Using the diet niche as an example again, you might use something like this: • 7 Ways to Kickstart Your Diet • Eliminating the Quitter Mindset • 14-Days to a Trimmer Waist So everyone who submits for a certain theme must produce something that helps back up that concept. You also want to detail the time until the event for your prospective participants. They need time to create something unique for the giveaway. The less time you give them to prepare, the fewer people who will join in and the worse the quality will be. So plan well in advance of your event. Figure out how people will get each offer. Will they go to a squeeze page and opt in to the person’s list to receive their download? Or will you not make opt ins a requirement, but instead add promotions to the download area or zip files? You might also want to set guidelines on whether the submission has to be something 100% brand new or if it can be older products that they already have on the market.
Set Up the Page for the Giveaway Event
Like sales copy, the giveaway event should have copy that promotes the offer. You want to inform, educate and excite your audience about what they’re about to receive. You’ll want to include some simple instructions for what they need to do to get their free downloads. The more complex you make it, the worse off your event will be. Terms and rights will need to be included in some instances. For example, if you’re hosting a private label rights giveaway event. Each marketer might have different terms, so those should be listed with each offer. Start with a catchy headline and maybe a subheadline before launching into a bit of storyline for the sale. Beside each offer name, include a picture of the marketer, tell what their offer is, give the specifications or details of their offer, and provide the link to where they grab it. The promotion should have some sort of time scarcity. You don’t want to leave it wide open forever. If you have plenty of advanced notice and build a lot of buzz, then you should be fine doing a 24 hour to 7 day giveaway event, max. Create graphics for the sale just as if you were launching an info product. That means a minisite feel, ecovers for the offers if applicable, and even promo banners for the event. You might want to create a set of swipe files for the event too. This makes it easy for the participants to either use it as is or as springboard content that they can tweak and blast out to their list.
Promote the Event
You can’t just make the event go live and expect people to find it via the search engines. Your page would need time to get indexed and ranked for domination. So you need to manually promote it. Building a buzz should take place shortly before the event and every day thereafter by every member who is onboard for the special giveaway event, not just by one person. Come up with a daily promo idea such as asking people (your list, your social networking followers), “Who’s your favorite?” Discuss the various participants and get their feedback on which offer blew them away. Share that feedback with your audience online and bill that favorite as a “can’t miss” free download to drive more traffic to the giveaway. Discuss specific offers in more depth like a review – or offer a tutorial for them. So for instance, if you were in a PLR giveaway event, and there was one pack for a 35-page eBook, you might do a lesson on how to repurpose that person’s giveaway freebie. You’re showing your people (your blog readers, etc.) how to get more mileage out of this event, and that will hook the people who heard about the offer but passed over it because they were unsure how to put it to good use. Social networking sites will need to have a buzz about your event. Whip up posts for Twitter, Google Plus, and Facebook (as well as Pinterest). Make sure you provide a call to action that says they should visit the event and share the post with others! Host a webinar with the participants of the giveaway. Invite everyone’s list to the event and then have each person do a short presentation. If you want to up the ante a bit, do a Q&A afterwards. Have everyone in the event blog about it. Each person should email their list a link to their blog to read about the event and get more details, in addition to linking directly to the event itself.
Choosing a Cross Promo Instead of a Giveaway Event
Picking one marketer to cross promo with is another option. You don’t have to have a big group of individuals initially. Sometimes it’s hard when you’re relatively unknown with a small list (or no list at all) to get people to agree to be part of your event. So if this happens, just try getting one person to agree to an event. If you have a list yourself, and are trying to grow it, choose someone with a list approximately the same size as yours. If you have no list, then choose someone with a bigger list and make an unbelievable free offer just for their list. Why would anyone want to come onboard for this type of exchange? Because your offer is going to be so awesome, they’ll be providing something great for their list. What you’ll have to do is explain this to the potential joint venture partner and go above and beyond in what you create for their list. In fact, try to tailor it to their subscribers’ needs. The JV partner will probably also want to know what kind of marketer you are. If they’re established, then they probably get requests all the time for promotions and other deals. They’re looking for someone ethical. Why is this important? Because they’re about to put their own reputation on the line and recommend that their subscribers sign up with you. If they send them to the jaws of a scammer, they’ll be the one blamed. So somehow, prove to the prospective JV partner that you’re on the up and up and that it’s safe to engage in a cross promotion with you. You can do a free event, or if the prospective partner won’t go for that, see if he or she will possibly entertain the thought of letting you give their list a different kind of perk – a discount on a paid product. Coupons are also special and show a list that you’re working on their behalf to get them good deals. Make it a special offer so that it’s not just the same discount everyone else online gets. Giveaway and cross-promo events can be a great list building activity. It forces you to give it your all and showcase the best that you have to offer to the paying public and they’ll be more loyal from that point on.