Recently we were finishing up a round of the Branding Game™ and naturally, this question came up. The first step after you map out your brand is of course to implement it.
A big piece of that is your website, and anytime a website comes up, the golden question of “what is my opt in offer?” is usually one of the first to arise.
So, I decided to record this video so that you have the process of creating your opt in offer mapped out for reference, and this process will work for any coaching business.
Let’s begin by understanding, what the purpose of your opt in offer truly is.(Because it’s NOT to just build your list)
I know that sounds a little counterintuitive, but your opt in offer is actually not only about building your list. Nay, it is about attracting the right people into your programs.
For that reason your opt in offer must be aligned with your offering that you’re going to make.
This is why different coaches and companies often have multiple opt in offers. Each one is tailored to the needs of someone that would be appropriate for a specific program.
Here are the steps you’re going to take to decide what your next opt in offer will be:
1. Identify which program you want to lead potential clients into.
Your opt in offer as well as your follow up sequence will all work together to move ideal clients into this program.
2. What is the coolest step or tool in that program that really “wow” participants?
What this means is if you have a framework or process that you’re taking people through, what is the coolest piece of that process, the one that gives them the biggest aha? This could be a certain technique, it could be a method, it could be a framework that you take them through or some kind of tool that they can use.
Mine is the Trailblazing Trifecta, this tool seems to really change how coaches think about their messaging. It makes it very easy for them to talk about what they do, and it seems downright magical when you use it because it’s so simple.
So, what is the coolest part of your process?
3. How could you package that in a way that they can do it on their own?
This will become your opt in offer. Consuming/completing it should take about 10 to 15 minutes, and your prospect should have a big aha moment and/or create some kind of result after completing the opt in.
You might think, “Oh man, but I’m going to be giving away my best stuff or maybe they won’t need me after they do this.” The reality is, even if they executed everything absolutely perfectly, they’re still going to want your help. To have your expert eye on it, to build on the skill that they created (or, in the case of the Trailblazing Trifecta, the messaging that they put together), and/or your help with implementation.
So, giving away your best stuff not only creates an amazing result which builds rapport, trust, credibility, all of those yummy feelings that you want people to have about you and your brand, it gives them a little peek into what it is like working with you.
When they love the experience they had with your freebie, they’re going to want to work with you personally or in whatever the program is that you’re going to offer. Because if this is free, then what you have behind the scenes must be amazing.
The other thing that I want to point out is how you are putting together your opt in offer.
An opt in offer could be a white paper that presents research or explains the process that you take people through. I feel like that is a very common for opt in offers, sometimes they’re lists or something else that’s more like “general information”. But what we really want your opt in offer to do is to transfer some kind of skill, and or demonstrate your magic.
In Land of Brand I talk a lot about your magic, because there’s a certain juju to the way you do things. You might not recognize it as magic because it’s so easy for you, but for other people aren’t able to create the same results so easily you seem superhuman.
When you’re opt in offer can transfer some of that magic to them, then you will earn that trust and credibility, and all the things that I mentioned before.
So ask yourself; how can you transfer some of that magic in your opt in offer?
How can you give the person completing your opt in, something that they can use, something they feel really, really good about?
As an example I’m going to show you how my opt in offer leads into my first program, so you can see how this works.
Part of my magic is messaging. I’m very good at listening to what someone has to say or listen to someone talk about the programs and put what they’re saying into language that everyone could understand. I help them simplify their message. You could talk on for days, give me 5000 words, and I could boil that down into a simple statement that clearly communicates what you do.
This is “magic” because it’s very easy for me but not so easy for everyone else. Usually that’s because they’re so close to what they do, they feel like everything they say just doesn’t sound good. But when it comes out of my mouth, it’s way more cool, right?
The Trailblazing Trifecta is one of the coolest things that we create in the Branding Game™ because it’s so, so simple yet extremely powerful.
It’s essentially three sentences that convey your value. It gives you a lovely way of sharing your point of view in your industry and the problem that you’re solving, it helps you explain how you go about solving that problem, and then the ultimate result of working with you (which some people call the unique selling proposition). Your Trailblazing Trifecta effortlessly allows that all roll off your tongue in a very simple, clear way that you could use it a networking event, or when you’re just explaining what you do. See? It’s magic.
The other thing about the Trailblazing Trifecta is that once you have it, you can use this framework on your website, in blog posts, in webinars. So, once you learn the process, you can use it in a lot of different ways. So, sounds pretty cool, right? Well, you can get it for free right on my homepage. I’m just saying. 😉
Since my opt in promises to help you communicate your value in a very simple and clear way, it is attractive to coaches and spiritual entrepreneurs that are struggling with explaining what they do – and most likely their brand as well. This makes them a perfect fit for The Branding Game™ which is what my follow up sequence leads into once someone opts in.
That’s one funnel and I have other funnels for different programs such as my Trailblazers Collaborative which kicks off with a different opt in offer that attracts coaches that need what THAT program offers. See how this works?
So back to you, what types of problems does the program you want to sell solve? What is one piece you could offer for free that would give them a quick result, and attracts people with THAT problem?
When you can create a funnel that starts at that point, everyone coming into it will be very well suited for the program that you’re selling. By opting in, they’re raising their hand that they have the problem that you solve. By giving them a small piece in a taste of working with you, they’re going to see immediately the value in your program. It’s a win, win.
Let’s recap, really quickly, the three steps that we talked about to identifying what your opt in offer is.
Don’t forget the purpose of your opt in offer is that, again, it attracts the right people that are going to want the program that you’re selling.
1. Identify which program you want to sell more of.
2. What is the coolest part of that program? This might be a strategy or a tool. For some of you, a guided meditation would work. Or for example if you’re teaching EFT you could show them one tapping technique. In any case you want something they can do on their own that transfers some of that magic from you to them, so that they have an actual result.
3. Create the offer in a way that does just what I’ve said, transfers the magic from you to them. Allows them to see a result, allows them to have an insight into what kind of outcomes they would have with working with you.
Those are the three steps for choosing your opt in offer, and then after you’ve created the opt in offer, make sure that the follow up sequence aligns with the program that you want to sell.
So, now that you have my answer to, “how do I choose what my opt in offer is?” I would invite you, if you are not already in the community, to sign up for my offer that is on the homepage at www.thelandofbrand.com.
Sign up for the Trailblazing Trifecta worksheet and see how this works. See how I’ve taken one tool and strategy from my program and packaged it in a way that you can do it on your own, get a result. And then you can also look at the follow up sequence and see how it builds on that information and moves people toward the Branding Game, which is the really good “catch all program” for those visiting my home page. (Maybe on another video, we’ll talk about how you might have different opt ins for different areas of your website.)
If you have any questions, please feel free to ask me on Facebook or in the comments. I hope you have an awesome day, and I will see you next time.