Day 2: This Sucks The Big One
Welcome back to Business Vacation 🍹
The email series where I show you how to set up your business to sell without you in 15 days.
Today I want to put my name down, flip it, and reverse it. Just call me Missy E. Because you can have all the visibility in the world. The posts, the reels, the ads.
Buuuttt, if your list is growing and people still aren’t buying, two things are going wrong:
One. Your lead magnet is bringing people in for a free snack and then acting shocked when they don’t stay for dinner.
Two. Your lead magnet is the 10 foot pole your people are using to avoid you.
Either way, it’s not you. It’s your opt-in.
It sucks.
Your opt-in is too broad and focused on solving one of life’s big mysteries.
How to find happiness. How to live your life purpose. How to be the most productive person you know. How to make 6 figures today. How to get all the clients. How to become the most confident person you know.
Not to shit on your parade (I know you're good at what you do), but I highly doubt you’re going to be able to give me the answer to life, the universe, and everything in a free opt-in.
It’s 42, by the way.
So let’s take Missy E to your opt-in and flip it around.
Instead of focusing on solving your clients’ biggest mysteries, we’re going to focus first on what you’re actually selling, and then break off a piece of that and use it as your opt-in.
Because your lead magnet is not a little snack for strangers to nibble on before disappearing forever.
It has a job.
It’s supposed to bring the right people into the right conversation.
When you follow this process of creating an opt-in, two things happen:
You’re giving people what they want.
And you’re only bringing people who are warmed up and looking for what you sell into your world.
I put my hand up as tribute for this example.
Back in the day, when I was running my copywriting agency, it made sense that my opt-in should be about copywriting, right?
Um, wrong.
Copywriting is a process that gives you something.
So the question becomes, what is that something copywriting gives?
More sales.
All by using your words.
We’re getting warmer, but we need to be more specific.
What I really did was write emails, websites, funnels, and Facebook ads that sell.
And now we break off a piece of my copywriting services, like writing Facebook ads that sell, and use that as my opt-in.
My offer: Non-Sucky Facebook Ad Copy.
Here’s what happened when I put this out into the world:
>>The best conversion rates in the business for 7 years running from that single opt-in.
>> An ongoing steady stream of clients who hired me to write copy for them.
I was getting people signing up who were warm, qualified, and excited to pay for my services in the future.
My old opt-in was The Anatomy Of A Message and it bombed because it was too broad, too unfocused, and trying to solve the answers to life, the universe, and everything word-related.
It was interesting. It was also basically inviting people into a giant word soup and hoping they somehow worked out I could write the thing that made them money.
Not ideal.
So take a look at your current opt-in.
Is it actually connected to what you sell?
Or is it a useful little snack that people can download, enjoy, and then wander off with no real reason to take the next step?
Put it down.
Flip it.
Reverse it.
Start with what you sell.
Break off the piece your buyer needs to understand, believe, want, or solve before they are ready for the paid thing.
That’s how you stop building a list full of freebie goblins and start building your world with people who are much more likely to buy what you’re selling.
Want my help setting up your Business Vacation Build?
This is my done-for-you sales path project for business owners who have an offer they’re ready to sell, but need the path between first interest and purchase to work harder.
I’m opening 10 private spots.
We’ll map, write, and rebuild the path your offer needs so people can understand what you sell, want it, trust it, and take the next step without you manually dragging every sale over the line.
If you already know this is what you need, book a Business Vacation Strategy Call here >>>
Tomorrow, we’re talking about the landing page.
Because once the free thing is right, the page has one job:
Make the right person say yes.
Til Soon,
Elizabeth