The email address is the holy grail of online marketing, whether you are and internet marketer or an ecommerce website owner. Once you have someone’s email, they are many, many more times more likely to buy than a one-time visitor. Unfortunately, visitors today are much more reluctant to hand out their address. People simply get far too many emails in this day and age to want to sign up for another email list.
So how do you get someone to trust you enough to give you their email? They need to know at least these three essential things.
1) What Do I Have to Gain?
This is the most important question of all: “What do I have to gain?” or quite simply put…”Whats in it for me?”
So, for example, you say that someone would gain a 50% increase in income by being on your email list. I believe no matter how many emails they’re getting today they’re very likely going to sign up for your list.
On the other hand, if you’re offering lessons on basket weaving and they have no interest in basket weaving, it doesn’t matter how good your marketing is: they’re not going to sign up. They are also not your ideal client or target audience, so the fact that they don’t sign up is fine.
The trick to using this principle effectively is crafting a great offer. Make sure they know that the moment they sign up, they’ll get something valuable that’ll help them in their life, immediately.
The higher the perceived value of this offer appears to be, the better the offer appears to your ideal client. Some examples of offers that have worked include free digital reports, free audio interviews and even free shipped DVDs. Knowing who your audience is and what need you are solving for them is the key to making this offer irresistible.
2) Who Are You and Why Should I Listen To You?
With so many people claiming to be experts on so many different subjects, it’s hard for people on the web to know who to trust. There are Guru’s for every arena and each one claims their method is the only one that works… Who do we believe? Better yet how much are you willing to spend to find out which one of them is REALLY an expert?
Why should they believe that you know what you’re talking about? What sets you apart from other people; and why should they sign up for your list rather than someone else’s?
To overcome this obstacle, share your experiences, qualifications, personality and most importantly results. Clients are looking for results and potential clients are buying the results not the process. What have you done in the past that would impress your potential customers? Don’t be shy about showcasing that.
This is where you get to toot your own horn and you should play it like your business depends on it! If your not comfortable bragging about yourself ask for clients to give testimonials about your work. Just make sure you are sharing the reasons that make you great at what you do.
3) What Will You Do with My Email?
Once you have their email, what will you do with it? Will you add it to a bunch of spam lists and sell it to other marketers? Will you email them every day with sales offers? Or will you give them high-value content, once or twice a week?
When it comes down to it, users just want to know that they’re going to have a positive experience as a result of being on your list.
You don’t need to give them a detailed business plan about what you’re going to use their email for; however, many marketers have found that just one or two lines telling users they won’t be spammed and that they’ll only be emailed content once a week actually increases conversion significantly.
These are the three things users need to know before they’ll feel comfortable giving you their email address. Address all three issues and watch your opt-ins soar.