How many email opt-ins did you get in the last month? More than you planned for? Fewer? Or…gulp… zero?
What difference would it make to your business if you doubled those email opt-ins next month (or had more than zero if that’s where you’re at)?
Doing so may be easier than you think. That’s because, when creating an email opt-in offer, most websites make one huge mistake.
It’s a mistake that results in email addresses not being captured, sales not being made, and a business owner feeling like they’ve wasted their time creating an offer nobody cares about.
Surprisingly, the mistake is an easy fix, and could result in a far better start to your sales funnel—one that actually does its job by creating a connection with the reader, building your brand, and making sales on autopilot.
In this article, we’ll explain this big copywriting mistake marketers make with their opt-in offers and how, using examples and templates, it can be fixed.
BONUS: Make sure you read the whole article, because at the end you’ll have the opportunity to have your existing opt-in offer copy edited by me! I’ll edit the first 15 submissions in the comments.
Table of Contents
The Mistake Most Websites Make With Their Opt-in Form Copy
Fixing the Mistake: What All Opt-in Form Copy Must Have
Opt-in Form Templates Made to Sell
BONUS: Write Irresistible Opt-in Form Copy, and I’ll Edit it!
The Mistake Most Websites Make With Their Opt-in Form Copy
OK, enough with the suspense, here it is:
They don’t know how to get people to notice their email opt-in copy.
Most email opt-in copy says something like:
- Subscribe to our newsletter
- Enter your email address and receive weekly
- Download our free report
The reader isn’t given any incentive to opt-in. They’re not told how the opt-in product will benefit them. There’s nothing to care about.
So they ignore your offer and probably X out of the site.
Often, the business owner thinks the opt-in offer itself will make the sale. Whether it’s a report, template, ideas file, or email series—the offer itself does not sell, unless the copy that’s presenting it does the selling.
Here’s an example to bring this concept to life.
Scenario 1:
A woman’s walking down the street and is stopped by someone offering her a voucher.
“Here’s a voucher for you, madam.”
Aghast at being called madam, the woman politely declines the offer and walks away.
Scenario 2:
A woman’s walking down the street and is stopped by someone offering her a voucher.
“Here’s a voucher for you, madam. We’re offering 40% off summer shoes today. I’m sure a beautiful pair of sandals have your name on them! Our store is at the end of this street on the right.”
The woman looks past the fact that she’s just been called madam and happily accepts the voucher.
I was shopping for shoes, she thinks to herself. This voucher couldn’t have come at a better time.
What’s the difference between these two scenarios?
In scenario one, the voucher was offered with no reason attached to it. The woman made no connection between the voucher and her wants and needs. It was easy to ignore.
In scenario two, the voucher-giver explained exactly what she would get if she took the voucher. She was in the market for shoes, so saying yes was a no-brainer.
That’s exactly what great opt-in copy does—explains why your offer is irresistible to an audience that’s poised to find it irresistible.
So asking the reader to opt in to a report or email series isn’t enough. They must have a reason to subscribe.
What reason do you give them? Which angle do you take? How can you be persuasive without coming off as too pushy or salesy?
Luckily for us, the Gods of Persuasion come to the rescue with valuable insights.
Attention: Want to learn the simple copywriting techniques behind 10 multimillion-dollar product launches? Get a 10-step copywriting formula anyone can follow in our 7-Figure Copywriting course. Click below to learn more and join our VIP waitlist to be notified when the course opens for enrollment.
Fixing the Mistake: What All Opt-in Form Copy Must Have
When information is immediate, attention is expensive.
When the reader is clicking around your website, reading copy and watching videos, every inch of your website must be designed to capture and maintain this attention.
Opt-in form copy is no different—it has three main jobs:
- Grab attention
- Keep attention
- Convert attention into subscriptions
To do this, it must use one of the seven principles of persuasion (hat-tip to psychology giant Robert Cialdini).
They are:
- Reciprocity: People want to return a favor. This is the basis of every opt-in form. Give me your email address and I’ll send you something in return. Here’s an example from Moo.com showing reciprocity in action:
- Commitment and Consistency: If someone states their goal or objective out loud, they’re more likely to stick to it because they now see it as part of their self-image. An example of this is from My Body Tutor, below. By stating “lose 50 pounds and keep it off,” the opt-in form says something the reader has likely promised themselves. Stating it on the page feels like commitment when they click Sign Up Now.
- Social Proof: Looking to someone else similar to you to help you make a decision. An example of this is from IWillTeachYouALanguage.com, where the opt-in form uses this principle by showing the reader they’re not alone:
- Authority: Most people are swayed by authority figures. It’s why “Download the first chapter of this New York Times Bestseller” will increase opt-ins. Or why Seth Godin can get away with simply saying, “Subscribe to my blog.”
This opt-in form copy from Mark Manson shows authority by mentioning he’s a NYTimes bestselling author. The phrase, “Join millions of readers each month” nods to his authority as well. If he added a specific number of readers it could strengthen the copy even more.
- Liking: People are persuaded by people they like. Marie Forleo, for example, is well-liked by her audience, and her website copy is geared to give this feeling.
If you look at one of the opt-ins on her site and read the “opt out” copy (No thanks, I’m good!), it feels friendly and casual, rather than a potentially more aggressive-sounding opt-out (e.g., No, I don’t want to know how to get anything I want).
- Scarcity: A limited number of items for sale, or a sale for a limited time, persuades people to act now. Here’s an example of this from The New Yorker.
- Unity/Shared Identity: People are influenced by those they feel they have things in common with. A great example is this opt-in page from Shonda Rhimes, which uses language like “Join the tribe,” and “You are never alone in Shondaland.” Another example is from Appsumo, appealing directly to those with a common belief that they are in a rarefied category of people who shouldn’t have to pay full price for anything:
Now that you know the seven principles and have seen examples of them, take a look at the opt-in form copy on your website. Does it incorporate any of these principles?
If not, how can you edit it to use one of them?
And remember, the big thing these opt-in forms have in common is that they show a clear benefit to the reader for subscribing. It’s true; go back and check.
So along with using one key principle from the list from Cialdini, your opt-in form copy must show precisely what the reader gets in return for giving you their email address.
What difference will it make in their lives? What goal will it help them achieve? What step will it show them how to take?
Opt-in Form Templates Made to Sell
To get you moving and inspired to write your new opt-in copy, here are four opt-in form templates that can get your copy converting.
Template 1: Rapid Fire
This template clearly states the benefits your opt-in brings the subscriber. It helps them visualize what they’ll have or achieve after using the product.
Use the template when the opt-in product is an email series, short course, or something more than one download.
Get the for . What’s more, you’ll get:
Enter your email address and let’s get you
Example:
Get the digital guide for how to create surveys your customers can’t wait to complete. What’s more, you’ll get:
- Proven strategies on how to create products from survey results
- A swipe file of questions you can use (and the psychology behind them)
- The go-to, free survey software everyone’s raving about
Enter your email address below and let’s get you your first paying client
Template 2: The Riddler
This template asks a question that either the subscriber has asked themselves already and hasn’t found the answer, or allows them to look at their problem in a new way by asking this question.
Then, the template positions your opt-in product as the solution. It works well when the opt-in product is a survey that offers a report, advice, or review.
Do you know your ?
Take the and get in
Example:
Do you know your earning potential? Take my earning potential quiz and get a custom report showing you how you can make an extra $1,000 a month in as little as an hour a day.
Template 3: Just Imagine
Helping the subscriber visualize what life will be like after using your opt-in product is what this template is all about.
What one thing do they want to stop doing that your opt-in product helps them with? This template works well for products that are an instant download.
Enter your email below and get the . It’ll help you (so you never have to again).
Example:
Enter your email below to get the fill-in-the-blanks Travel Policy Template. It’ll help you create a company Travel Policy in less than 10 minutes (so you never have to get angry at colleagues for overspending again).
Template 4: More, More, More
While #2 and #3 point to pain points, this template looks purely at one benefit.
It showcases exactly what your opt-in product will give the subscriber more of. It works well with products showing subscribers how to make more money, achieve more of something, or focus on their wellbeing.
Want more ?
Enter your email address below and we’ll send you .
Example:
Want more email subscribers?
Enter your email address below and we’ll send you 3 actions you can take today to get 100 subscribers.
Attention: Want to learn the simple copywriting techniques behind 10 multimillion-dollar product launches? Get a 10-step copywriting formula anyone can follow in our 7-Figure Copywriting course. Click below to learn more and join our VIP waitlist to be notified when the course opens for enrollment.
BONUS: Write Irresistible Opt-in Form Copy, and I’ll Edit it!
You’ve learned a little about the psychology of sales thanks to Robert Cialdini, and you have solid templates you can use to edit the email opt-in copy on your site. You’re now ready to increase subscriber numbers.
Remember that testing different copy will show you what works and what doesn’t. Try using two different templates, or tweak the benefits to see which one is the most popular.
Most email providers have a built-in A/B testing feature to make it easier to test.
And finally, as promised…
If you’re still struggling to write persuasive email opt-in copy, I’m here to give you a little more help.
In the comments below, drop your existing copy and a link to your website, and I’ll edit it the first 15 submissions. See you in the comments!
If you have time, I’d love for you to give me feedback on http://todaysdaringwoman.com
Tracey,
The CTA near the subscribe box is currently:
Today’s Daring Woman isn’t only something you can be inspired and empowered by, it’s a tool to change the narrative of a generation – something you can use to empower those around you.
This doesn’t speak to how the reader will benefit directly from reading the magazine. Yes, they want to empower those around them, but what’s the *primary* need that this magazine fulfills?
Try this:
Women. Courage. Mission. Confidence. Victory. Comfort. Top mental game. Spirit. Guts.
All of this. One magazine. Sign up here:
Oh man!! I’m late. Would love your thoughts on Fourwrds.com we haven’t launched yet, but I can see there are some necessary changes. I don’t even want to say what it’s about because I’m hoping the message is delivered via the site!
Hi Bethany,
You’re not late!
It was tough to read your website as once the pop-up form came up, there was no way to X out of it. You may want to check the compatibility of your website for all browsers.
Here’s the original copy:
WE’RE DISHING OUT 1 FOURWRDS PICKUP-LINE CARD PER MONTH
Enter your email below & get notified of the next opportunity to own fun intro cards supporting you in finding an amazing relationship, the subtle, yet FOURWRDS way. #ditchdatingapps
I suggest removing the hashtag because it doesn’t add to the copy, plus addressing the emotions the person is feeling that would drive them to use a card. So change the copy to:
Take nerves out of approaching someone you like
Each month, we gift a free Fourwrds card to one lucky subscriber. Enter your email below and let us make paying that special someone a compliment anxiety-free
Hi Razwana, great reading. Can you take a look of this copy?
¨Hey ladies, this is One-time-opportunity in your life. Make the handbag of your dreams: First, choose the color–imagine a nice and soft leather; Choose a beautiful lining to surprise you when you open it; Emboss your own name, and the last but not the least: Embrace the great pleasure to make it by yourself!! Probably, you´ll never have this opportunity again in your life, let me know if you are interested. We are opening new workshops for the next week¨
Hi Claudia. Your current copy doesn’t focus on the most relevant challenge your audience likely has – they can’t find the perfect handbag! So edit the copy to:
Can’t find the perfect handbag? Design it yourself!
Choose the colour, material, gorgeous lining and even stamp your own name as the brand – making your handbag couldn’t be simpler. Chloe and LV have nothing on you!
Walk away with a beautiful bag, expertly made by you. Our next workshop starts [time and date]. Enter your email address below to start the registration process
It would be great if you could take a look at the landing page for http://www.belikajewelry.com
Thanks!!
Hi Daniel,
Your current CTA to subscribe is: YOU WANT A 10% DISCOUNT TODAY? JUST SUBSCRIBE AND YOU ARE DONE!
Simplify and clarify it to: Subscribe to our newsletter and get 10% off your first order.
hi Razwana, would love to have http://www.enabled.com.au reviewed. Fantastic article by the way. The copy is:
Hunger for more knowledge?
Join us on a mission to stay relevant in this fast-moving world. This monthly newsletter contains news & ideas in tech, innovation, user experience and more, to help you constantly rethink & renew strategies.
The copy you currently have needs to speak to specific benefits of subscribing to your newsletter. You’re selling them information and ideas, right? Try this:
Want to increase sales, get more members, lower costs and stay relevant through tech innovation? Sign up now and we’ll send our best solutions straight to your inbox
Thank you so much for your time and suggestion!
It would be great if you could take a look at the landing page for http://www.BelikaJewelry.com
Join our Free 7 Day Pregnancy Fitness Challenge
http://www.40weekfit.com
Hi Meredith. Your current copy before the sign up form explains what’s included in the challenge well. So I suggest editing the CTA to bring the message home:
You’re 7 days away from feeling stronger and healthier – for you and your baby. Are you up for the challenge? Join us now!
Love to have you review our offer copy
Can you post a link to the offer plus the CTA here please, Geoff? I can edit the CTA for you
Hi thanks for reviewing our copy at http://www.bebemoss.com
Hi Izabela. Your current CTA is:
‘WELCOME! Want $5 off on your first order? Sign up and be the first to know about upcoming deals and get $5 offered on your first order.’
I suggest you simplfy it to: $5 off your first order PLUS exclusive access to offers and deals? Sign up today and we’ll deliver your discount code straight to your inbox
My site bebemoss.com and my optin copy: want 5 usd off your first purchase? Sign up and be the first to know about best deals
Hi Razwana. Would love for you to check out the copy on my site https://purdeepsangha.com/ Thanks!
Hi Purdeep,
The pop-up form copy on your site currently is:
‘Get your free 20 minute consultation. We’ll identify your top 3 business chokeholds and solutions on how to remove them. No commitments what-so-ever on your end’
Let’s make it more specificby editing it to:
3 chokeholds stop you from getting more clients, money & freedom. Want to know what they are PLUS how to overcome them? We’ll get there in 20 minutes (and no, this isn’t a sales-call-disguised-as-a-consultation!)
Hey Foundr,
I’m looking forward to when the copywriting course launches! My opt-in page is as follows: http://www.zenbodyapparel.com
Hi Jennifer,
Your current copy is:
‘We’re a boutique yoga label and only make in limited quantities.
Now that you’re here, we’d love to stay in touch with early access to our debut collection.’
Let’s edit it to:
Turn heads at the yoga studio with our limited edition yoga clothes & accessories. We’re launching soon! Enter your email address and be the first to know when we’re live
This post is right on time for me! I cannot wait to digest and apply every bit of it. In the meantime, I wanted to submit my opt in page before the 15 spaces run out. Here it is: https://mailchi.mp/b8051b4cc5e0/quick-start-guide
Hi Malika,
So here’s what your current opt-in copy says:
‘In this FREE Quick Start Guide and Training Series, learn how to finally get your online biz off the ground so you can start making money and living the life you’ve always dreamed of’
Being more specific with the pain points the audience feels will get more conversions. In this case, it’s wanting to earn more, work from anywhere, but they may not have a product idea (which is why affiliate marketing works for them). So let’s edit it to:
Don’t have a product idea but want to start an online biz? This Quick Start Training gives you everything you need to build a website, find clients and make money. You’re only 30 days away from profit.
Thanks so much, that’s amazing😁
You’re welcome 🙂
Hello Razwana. Very nice post. Here is our opt in copy.
http://RecoveryTodayMagazine.com
Thanks
Rob
Hi Rob,
Your current copy says:
‘Recovery Today is a Magazine of Hope.
The #1 Addiction, Sobriety and Recovery Magazine and it’s 100% FREE!
Whether you’re new to the idea of Drug and Alcohol Addiction Recovery or if you’ve been sober for years, Recovery Today will inspire you.
When you “Recover”, you get your life back. You get it back the way you want it, which is better than before the addiction stole it. It’s a life you designed.
Recovery Today is a 100% Free Subscription.’
Edit it to:
Freedom from Addiction …Finally
Unconscious dependencies hold your life together while making it fall apart.
Are you ready to start your journey to recovery?
Recovery is a magazine of hope – whether you’re new to the idea of drug and alcohol addiction recovery or if you’ve been sober for years…
… Recovery brings you stories of successful recovery breakthroughs … so you can you start your own.
It’s 100% free. Enter your email address and get your copy today
Hi Razwana thanks for your post. I’m going to take a look at my copy now and see how it compares to the 7 principles. It would be great if you could take a look at the landing page for my courses https://musicisourforte.co.uk/courses
Hi Jayne. There are many CTAs on your page! So I picked the first to edit.
Here’s what it currently says:
‘FREE COURSE: An intro for beginners. The ABC of Singing. A short, simple course. Easy to have a try, easy to take it further. No commitment, no cost. Start The ABC of Singing Now’
It’s missing what the audience is feeling. So I suggest you edit it to:
For shy beginners and nervous singers. This free X day intro course gives you lessons in the basics of singing. Hold a note and grow your confidence. Sign up now