Building a Highly-targeted Opt in List:
You might think it’s a good idea to just ask your friends and family to sign up for your lists, but that puts you right in the middle of a fierce competition for attention. And if you want them to be interested in what you have to say, you need something more than just one out-of-the-blue e-mail.
This post will give you the tools and strategies you need to succeed with email marketing by crafting an opt in list from scratch (or from existing contacts). From understanding what motivates people, to building rapport so they trust your offers, we'll show how email marketing can actually be enjoyable.
No list is too small to be worth your time. I'll show you how to get started with just ten subscribers, and then expand from there.
What's the Big Idea?
If you have a product or service that you think others would find valuable, it’s best if they come to you rather than you going out and looking for them. The key is creating a presence that makes people aware of the value that your product or service offers before they buy anything. It’s called pre-selling – giving potential customers a reason to opt in so that they can get valuable information, before they make a purchase decision.
Why do people need to know about you before they buy?
There are a number of reasons for this. The most obvious is that if you sell something that is completely new, or very different to what is currently being sold, there’s no way that anyone will know about it. Most people need to discover products and services on their own; they tend to be wary of those that come at them with a sales pitch. It’s much easier to be interested in something if you hear it from friends or colleagues than if you’re blindly searching the web.
Another reason is that people tend to be wary of anything that tries to sell them without their consent. The idea of someone sending your details to others without you notifying them is a very unpleasant one, and rightly so. This means that it’s best if you come up with the offer yourself and get people to opt in before they know what’s being offered.
And finally, there's a psychological factor at play; we all have a tendency towards self-perpetuation. If you get enough people to opt in, then there is already an audience for your message; this makes it much more likely that you will stick around for longer and send out more messages in the future.
What does a pre-selling process look like?
If you have a business that is based primarily around sales, then this can be as simple as offering something free with an opportunity to purchase something at a later date. It is however, very important that you build up trust with your target audience before you try to sell them something. Otherwise, the relationship will sour very quickly because of the lack of sincerity. It's much better to give people more value for their money in the first place.
Building trust takes time and effort but it is well worth it because people are far more likely to buy from someone they trust than someone they don't. This is also true when they get to know you. If you allow people a certain level of access into your life and especially your business, then they are much more likely to trust you. This builds a relationship and gives them a reason for wanting to buy from you in the first place.
So, before you even think about asking people for their email addresses and sending out any messages, it’s critical that you have already built an audience who will be interested in your product or service before they even hear about it.
How do people get interested in what you have to offer?
The best way to attract attention is to build up a personal brand. This can be as simple as introducing yourself on your social profile or creating an interesting free e-book. In other words, think about what will make people interested in you before they even know about the product or service you sell. By giving people a reason to opt in, you will find that by encouraging them, they will ask for more of your time in future.
Another great way to get people interested is by making them share your content. This is a great way for people to spread the word about something that you have written without even having to actually do anything at all. You can automate this process in your blog or website using services such as WordPress or Google Webmaster Tools, and ensure it happens on every page of your website or blog. Remember, the more shared and liked the content you write, the more likely people are going to want to contact you so they can find out more about your products and services.
Once you have a product or service to sell, start telling people about it. All you need to do is build up a list of interested parties and then you can start sending out messages – and the process will have already begun. To learn more about how to build that list, download the Ultimate Guide to Building An Opt in List by clicking on this link .
Remember, everyone’s journey towards a successful opt in list is different; there is no single path that everyone can follow. Each step along the way should be tailored to your own goals and strengths. Just remember: the more value you give away now, the more likely people are going to want from you in future.
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Image credit: Flickr/João Silas
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