How To Build An Opt-In That Matches Your Content And Offer

Your lead magnet can be beautifully designed and still quietly sabotage your growth. If the opt-in doesn’t match what you talk about every day, the right people won’t sign up and the ones who do won’t understand what to do next. I dig into a listener question I hear all the time: how do you fix a lead magnet that feels disconnected from your content and your offer?

We get practical by mapping the three pieces that have to line up for email list building to work: your paid product or service, the themes that show up naturally in your content, and the questions your audience keeps asking. I share a client story from a couples intimacy coach where the original guide focused on nervous system regulation, but her audience was responding to boundary-setting content. That mismatch made it harder for the opt-in to convert and harder for new subscribers to see the path to her coaching.

Then we talk format. If you sell higher-priced coaching or a group program, a workshop can speed up trust because people experience how you teach. If you sell a course, book, or workbook, a guide may be the simplest bridge. We also look at audience preferences, video vs written, and how to ask your people what they want so your opt-in fits their learning style.

Subscribe for more practical marketing help, share this with a friend who’s stuck on their opt-in, and leave a review so more creators can find the show. What are you using as your lead magnet right now?

Transcript

How To Send Questions In

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Last week I mentioned that if you have a question, I want you to be able to send it to me. You can email it to me, Jenny at jennymelrose.com, or you can send me a message on social media. But I wanted to actually talk about a question that has come in since last week. So someone was asking why or how they might be able to want to fix their lead magnet or opt-in. Now we always talk about the fact that you have to have something that you're giving it in exchange for someone's email address. And I often will get the question from clients: well, what should it be? Should it be a guide? Should it be a workshop? Should it be a workbook? What should it look like? And this is really going to depend upon what your product is because you want to make sure that it easily connects to your product, but you also want to make sure that when you then go to create content that is also in line with the lead magnet and the product. So one of the clients that I am working with is a coach that works with couples and she works on improving their intimacy. So what I noticed is that her services that she offers work on intimacy. Well, what are the aspects of intimacy that you are going to be covering? And there's multitude. And one of the things that she talked about was making sure that your nervous system is under control, that oftentimes you're having issues with your partner because your own nervous system is out of whack. So that was what she created her guide for. Now the problem became that the content that she was creating wasn't talking about ways to help the nervous system. So it was difficult to connect the intimacy guide that she had created because it wasn't connected to the content. But what I continually kept hearing in her content was how to create boundaries for yourself so that you can have intimacy within your relationship. And you'll not only having those boundaries for yourself, but also as a couple or in just everyday life, the boundaries that you put into place. So I had the conversation with her that it was going to be necessary to create something that was boundary related so that it easily connected to the content and then would easily connect to the products and services that she offers. So really starting to think about what are you naturally talking about? For a lot of us, we might not be starting with necessarily knowing. We may be offering services where there's a multitude of things that we cover in those services. So whether this is therapy, whether it's coaching, whether it is a specific skill that you are teaching, like painting, there's probably a multitude of actual themes that you are teaching in order for them to confidently be able to do what it is that you're teaching them. So because of that, you have to see what you kind of have a tendency to talk about because your people are asking. A lot of times people don't understand all of the things that they have to check off in order to be successful in doing something. So you have to start to think about what is the thing that continually comes up? What are they constantly asking questions about? And if that's what it is, then that is should be your lead magnet. Now deciding upon what format it's going to go into again is going to matter what your project or service is going to be so that it can easily connect to it and show the next step. If you were offering services where it's more one-to-one or in a group program, but it's higher priced, I'd probably start to think about maybe offering a workshop because it gives them an opportunity to speed up that like no trust factor because you're showing how you teach, you're putting a voice, you're putting a face behind your educational principles that you are teaching. Now, if you are offering a product that is a course or that is a book or a workbook or something of that nature, then I would probably say, look at a guide. What type of guide could you create? Now you're gonna have people that really are gonna determine what kind of content they like themselves. Some people prefer to do things via video and learn that way, while others may want to do a workbook and actually write it out and go through the activities that you're asking them to do. So again, it also goes back to who are your people? Are they of a certain age where they prefer video content? Or are they maybe a little bit older and they want that written nature to it? You also could think about having that written aspect added into the video content. So it's really starting to think about like what would work for your people. Ask your people, ask these questions on your email, ask them what would they prefer, what is going to the the best fit. So as you are starting to think about whether what opt-in you should have, or is my opt-in the right one? These are some of the questions, these are some of the things I want you to be thinking about. Now I appreciate you so much for sending in your questions. I want you to be able to do that. Please make sure that if you have any questions that you want answered on the premium podcast, that you send it to my email and I will make sure to get it answered.