Archives for January 2020

What a USP Is, Why You Need One ASAP, and How to Create One for Your Service-Based Business So You Can Get More Business, Bookings & Sales [Part 3 of 3]

Photo by Rupert Britton on Unsplash

[This is the final installment of a 3-part series on creating a memorable USP. You can find Part One here, and Part Two here.]

If you’ve already read Parts 1 & 2 (linked above) of this 3-part series, welcome back! If you’re arriving at this post fresh from somewhere out there on the interwebs and you haven’t read the first two installments, I recommend you read those first. 😊

To recap, in Part One of this post on creating a compelling USP for your business, we defined the terms USP (unique selling proposition) and “meaningful difference,” covered how a memorable USP informs your signature marketing message, and importantly, why your signature marketing message is so critically important to the health of your business, and I shared a short excerpt from my guide Marketing Messages That Convert: A Step-by-Step Copy Messaging Guide for Solopreneurs, Freelancers, Creative Business Builders & Other Non-Marketing Types, to help you make sense of it all.

In Part Two, we talked about five ways a stand-out USP will help you get more business, bookings & sales.

In this final installment, I’ll share a few examples of successful unique selling propositions and talk some about why they work, which I hope will give you solid inspiration for creating a great one for your own business.

Let’s get started.

As I mentioned in Part One, it’s unlikely that your product or service is unique in and of itself, so figuring out what makes you different – whether this is your process, your personality, your backstory, your specialization, your target audience, or all of the above (and it’s usually some combination of all of the above) – and conveying that in your marketing will give you a competitive edge.

I call this the “combo platter” test.

Another framework to consider is the “what your business stands for” test.

As Joe Putnam from Conversion Engine, writing in a guest post on Neil Patel’s blog, says:

A unique selling proposition is what your business stands for. It’s what sets your business apart from others because of what your business makes a stand about. Instead of attempting to be known for everything, businesses with a unique selling proposition stand for something specific, and it becomes what you’re known for.

He shares three excellent examples of this USP framework in action: Starbucks, Zappos, and project management software, Basecamp. Check out Joe’s article on unique selling propositions here for more on that.

Examples of Effective USPs 

If you’re anything like me, it helps to see Real! Live! Examples! to make the theory talk gel and show you the way forward.

I love me some examples, so here’s a big ol’ section full of ‘em.

 [*Caveat: When you look at the first set of examples below from our friend Jim Muehlhausen, you might think, “Oh noes! I have to fit my USP into a short, pithy tagline!” No, you do not. Great if you can do it, but my definition of USP is broader than that. See “combo platter,” above.]

In Compare a Unique Selling Proposition to a Unique Value Proposition, Jim Muehlhausen says:

The goal of any great business model is to have a high-profit product that customers want to buy. A highly marketable product is traditionally described as having a unique selling proposition. Whole Foods offers only healthy choices in its stores. Domino’s Pizza grew rapidly because of its super-fast delivery. UGG boots are not only fashionable but also allow you to walk comfortably without socks. These are all unique selling propositions.

Muehlhausen shares a list of other good examples of products with a clear USP and tagline:

  • BMW:The Ultimate Driving Machine
  • Dawn Dishwashing Liquid:Gets grease out of your way
  • Domino’s Pizza:You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free
  • FedEx:When it absolutely, positively has to get there overnight
  • MetLife:Get Met. It Pays.
  • M&M’s:Melts in your mouth, not in your hand
  • Target:Expect more. Pay less.
  • Walmart:Everyday low prices

Want more?

A fantastic resource I love is Corbett Barr’s 10 Examples of Killer Unique Selling Propositions on the Web. I often refer people to this article when they’re struggling to come up with a USP for their business.

Saddleback Leather is one example of a killer USP Barr shares in the article above, saying:

“There is no other leather bag company on the planet like Saddleback Leather This company oozes personality. The website is full of tales of Mexican bullfighting, travel in third-world countries, simple pleasures and touching stories about the owner’s beloved Labrador named Blue.”

About TOMS Shoes, he says:

“TOMS Shoes are quirky, comfy, light and inexpensive. That alone maybe isn’t enough to make a company stand out in the shoe business. The most unique and compelling part of the TOMS Shoes story is that they give a new pair of shoes to a child in need for every pair you purchase.”

Check out the article over on Fizzle.co for these and a handful of other great examples.

Here are a handful of my own favorite USP examples, curated from around the web over the last few years and saved into my personal swipe file:

Hiut Denim 

I can’t even begin to explain how much I adore this company. I would marry this company if I could.

What they stand for?

“Do one thing well. We make jeans. That’s it. No distractions.” 

Their backstory is also very compelling, with a powerful emotional hook. But it’s not contrived. It’s not some made-up marketing B.S. It’s the real effing deal.

Hiut Denim saved a town and its livelihood.

Whether or not you find that meaningful, it’s certainly a story you won’t forget. “Oh, that’s the company that saved the town of Cardigan and got them making jeans again.” 

I mean, sure, Meghan Markle wears their jeans, but in my mind, that’s just a natural result of their extraordinary product and business ethos.

They also have the best weekly newsletter of any retail goods company I’ve come across, called Scrapbook Chronicles. It’s full of compelling stories, creative inspiration, out-of-the-box thinking, and interesting ideas. It’s my favorite thing to read on a Saturday morning.

The Unmistakable Creative 

The Unmistakable Creative is a podcast, blog, and so much more. Podcast host, writer, and multi-published author Srini Rao says about The Unmistakable Creative:

I help creative individuals and organizations bring their ideas to life using research-backed principles from neuroscience and behavioral psychology.

Now, you can argue that’s a value proposition, and you’d be right, but The Unmistakable Creative is a distinctive brand with a stand-out USP.

Srini says about his podcast:

I’ve interviewed bank robbers, drug dealers, billionaires, performance psychologists, New York’s highest paid dominatrix, performance artists, entrepreneurs like Tim Ferriss and David Heinemeier Hansson, and many more, trying to understand what makes some people’s lives so uniquely them – so unmistakable.

The podcast is a treasure trove of fascinating people doing unexpected things, many of them taking decidedly non-traditional paths to finding success, joy & fulfillment in their professional and personal lives.

Definitely not your “usual” business or marketing podcast (though there are many guests who are geniuses at both of those things), which is one of the reasons I find it so compelling.

Anthropologie 

If you want to read an in-depth, case study-like overview of how Anthropologie has developed passionate brand loyalty among its ideal audience, check out the article Sophisticated Sell on Fast Company. 

I read this article years ago, saved it to my “examples of great USPs and messaging” file, and still refer to it often.

The article overview sums up Anthropologie’s unique appeal nicely:

“Why are so many women so passionate about shopping at Anthropologie? Because Glen Senk and his colleagues aren’t just selling clothes and furnishings. They’re selling a sense of adventure and originality — and the promise of self-discovery.”

If you’re a student of effective copywriting and marketing, you’ll know that what we “sell” has less to do with the actual product or service on offer – whether that’s photography, design, art, business consulting, marketing services, or anything else – and more to do with how our products and services make the buyer feel, how our goods enhance or reinforce a perception people have, or want to have, about themselves.

What Anthropologie “sells” is the aforementioned “sense of adventure and originality — and the promise of self-discovery.” (Think about the oft-used example of a mattress: it’s not the mattress itself that’s being sold, it’s a good night’s sleep.)

Their retail stores create a distinct experience. As Anthropologie’s president explained in the Fast Company article, “One of our core philosophies is that we spend the money that other companies spend on marketing to create a store experience that exceeds people’s expectations. We don’t spend money on messages — we invest in execution.”

One of the things Anthropologie does especially well is spend the time and effort to know their core customer deeply, then reflect that in all they do, through every touchpoint of the buyer experience.

“Most stores cater to a broad base of customers or specialize in a product category. We specialize in one customer. And we offer her everything from clothing to bed linens to furniture to soap,” says Anthropologie’s president.

Now that is a distinct USP.

(If you’re on my email list or read my blog, you’ll know that I am absolutely obsessed with beginning the process of determining your USP & signature marketing message by getting to know your ideal client or customer and their needs and desires really, really well. It all starts there. That’s why I love this Anthropologie example so much. I highly recommend you read the entire Fast Company article linked above; it demonstrates how they have done this successfully.)

The Parker Palm Springs 

Hotels. There are a million of them. So how to stand out and be remembered in order to attract your ideal guests?

The Parker Palm Springs does it in a thoroughly captivating way: through the use of a “short memoir” on their website Home page.

The “memoir” shares a day in the life of an ideal hotel stay, from waking and enjoying a decadent breakfast, to exploring the lovely hotel grounds, to spending time at the sparkling pool and enjoying an afternoon cocktail, all the way through drinks & dining in the p.m., and on through to nightcaps the end the evening, and a perfectly delightful day.

The feeling of being transported and pampered the hotel delivers is captured beautifully in their messaging, images and overall web experience. And those rooms! To die for.

What you come away with after visiting The Parker Palm Springs website is a very different experience to most hotel websites, many of which (even for the nicer hotels) feel much more transactional and utilitarian in their approach.

As I like to say, you have to “paint a picture” for your ideal clients and customers, and The Parker Palm Springs does it brilliantly.

 

I hope this three-part series has helped you better understand what a memorable USP is, the importance of creating one for your business, and how to get started devising your own.

My next step suggestion is to begin paying close attention to the brands you’re drawn to, and note why that is – I bet it has something to do with that company’s USP and brand messaging. (For example, I’ve been driving a Jeep Cherokee for years. When I first bought it, I was still living out West after being a life-long East Coaster, and doing a lot of hiking in the mountains on the regular. The Jeep USP and brand messaging aligned with the person I saw myself as at that time – an active, outdoorsy person who doesn’t follow the beaten path in life and likes to do things a little differently.)

Discovering and conveying your USP is essential to business success, especially online where every potential client or customer that could be yours has a world of choices at their fingertips 24/7.

I have more examples of memorable USPs from my swipe file I may share next week, or some other time soon.

In the mean time, good luck with creating your compelling USP and signature marketing message (s)!

 

 

 

 

 

 

 

 

 

 

What a USP Is, Why You Need One ASAP, and How to Create One for Your Service-Based Business So You Can Get More Business, Bookings & Sales [Part 2 of 3]

Photo by Dan Meyers on Unsplash

[This is Part Two of a 3-part series on creating a memorable USP. You can find Part One here. Part Three is here.]

In Part One of this mega-post on creating a compelling USP for your business, we defined the terms USP (unique selling proposition) and “meaningful difference,” covered how a memorable USP informs your signature marketing message, and importantly, why your signature marketing message is so undeniably important to the health of your business, and I shared a short excerpt from my guide Marketing Messages That Convert: A Step-by-Step Copy Messaging Guide for Solopreneurs, Freelancers, Creative Business Builders & Other Non-Marketing Types, to help you make sense of it all.

In today’s post, we’ll talk about five ways a stand-out USP will help you get more business, bookings & sales. Then in the final installment of this series next week [Part Three], I’ll share a few examples of successful unique selling propositions and break down why they work so well, which will help you create a great one for your own business.

Ok, so let’s recap a bit:

In Part One, I mentioned that creating your signature marketing message can be approached through use of a “formula” of sorts, which looks something like this:

ICA (Ideal Client Avatar) + USP (unique selling proposition) + your expertise + your life experience & unique backstory + your worldview, applied to your ideal client or customers’ challenges & how you will solve them = your overarching marketing message

You’ll weave this in on your website, blog posts, newsletters, social media updates, and all your marketing communications, wherever you’re in conversation with your audience.

Your signature marketing message is what compels your ideal clients and customers to choose you over all the other choices they have, it tells them why you’re exactly the right person or business to solve their problems and challenges, and it begins to tell them how you’ll do so.

Your messaging should strike an emotional cord with your ideal/desired audience, and make them feel like, “Yes, this is exactly who I want to work with. Where do I sign up?”

Here’s another way to think of it:

The hook/big idea/marketing message of your business answers the question, “Of all the other [thing you do] out there who are equally talented, skilled, and experienced, why should your ideal clients choose you?”

A marketing message that converts will entice your desired clients and customers to take some kind of conversion action, such as subscribing to your email list, signing up for a free consult, inquiring about working with you, making a purchase, or similar.

 

So, let’s say after reading Part One of this post you’re clear on what a USP / meaningful difference is, and you understand how it informs the creation of your signature marketing message. You also get that it’s imperative to begin incorporating your USP and signature marketing message into all your copy online and elsewhere in your marketing communications, so you can stand out from pack and attract and convert your ideal clients & customers.

Once you’ve got that in motion, you’ll start enjoying the following benefits.

5 ways a compelling USP will help you get more business, bookings & sales

A compelling USP attracts and appeals to your ICA

#1: Your signature marketing message is created based on a USP that is meaningfully different in a way your ICA finds appealing, so when expressed in your marketing communications, ideal clients will naturally be drawn to you, and want more of what you have to offer. [I get this may sound like theory, but in next week’s post when we look at examples of great USPs, all will become clear.😊 ]

A compelling USP creates trust with your ICA, and trust = more sales

#2: When you communicate what makes you different from others who provide a similar product or service in a way that resonates with your ICA, they’ll feel seen, heard, and understood. This creates trust. And creating trust is critical to making sales.

A compelling USP helps you create marketing copy faster (and related … helps you make sales even if your copywriting & marketing skills aren’t stellar)

#3: Knowing your ICA well and understanding what your USP/meaningful difference is, means you don’t have to be the world’s most skilled copywriter or marketer to start getting great results from your web and other marketing copy, as long as you’re expressing an enticing USP clearly.

And that means …

You can sit down and bang out copy faster. Get it up on your website or landing page faster. Send out those sales emails faster. And obvs, start making sales faster as a result.

What a bonus!

I still fret over every sentence and word when I’m writing copy for my own business, but because I know my USP and how it’s meaningfully different for my ICA, I can incorporate those elements into my messaging and get the copy out the door so I can make sales now, rather than some undetermined time in the future when the copy is “perfect.” Which it never will be.

True story: my website in its current iteration sorely, sorely needs to be redesigned and upgraded, and I do just fine. In fact, there are many things in my business that need to be improved and upgraded, and there are loads of things I’m not good at, but despite that, I do just fine.

That’s because my marketing message, of which the USP is a large part, resonates with the right people, and enough of those right people reach out to work with me so I can earn a good living.

A compelling USP allows you to create the right marketing message for the right audience

#4: Knowing your USP will allow you to create blog posts, videos, newsletters, email onboarding and nurture sequences, social media status updates, web copy and all other conceivable kinds of content to show off your expertise to your right people with much more ease, instead of spending countless hours in front of your computer pulling your hair out wondering what to write. When the right messaging gets put in front of the right audience at the right time, some of those people are naturally going to buy.

A compelling USP will help you save time, and time = money

#5: When you don’t have to work yourself to a frazzle creating content that establishes your authority and attracts good clients, you’ll free up more time to do other key activities in your business. And as we all know, time is money. Actually, time is a finite resource, and therefore more valuable than money. One way to spend your valuable time well & earn more is to write effective marketing copy faster, which you are equipped to do once you know your ICA + USP.

And as a result of #1 – #5 above?

You’ll convert more sales, because your targeted content & marketing copy demonstrates your USP / meaningful difference in a way your ICA finds engaging, in a way they are drawn to, and in a way that is deeply beneficial to them (which makes it nearly impossible to ignore).

The bottom line is, being one of a kind in your marketplace makes it so much easier for your right people to find and choose you. And you do this in part through a kick-ass USP.

And … that’s it for Part Two.

In the final installment of this 3-part series next week, I’ll share Real! Live! Examples! of USPs that have helped businesses of all kinds develop enormous brand loyalty with their target audience & stand out in their (very often) saturated niche.

My hope is that you’ll look to those examples for inspiration in creating your own memorable USP and the signature marketing message that naturally goes along with it.

In the meantime, if you want to learn more about the process I recommend for finding your USP and compelling marketing message/s, I invite you to check out the Marketing Messages That Convert guide here.

What a USP Is, Why You Need One ASAP, and How to Create One for Your Service-Based Business So You Can Get More Business, Bookings & Sales [Part 1 of 3]

Photo by Ine Carriquiry on Unsplash

[This is the first installment of a 3-part series on creating a memorable USP. You can find Part Two here, and Part Three here.]

“Your USP can mean the difference between success and failure.” Corbett Barr, Fizzle.co, from The Ultimate Guide to Finding Your Unique Selling Proposition

Oh, how true that is.

I know it well, because I stupidly didn’t create a USP (and the signature messaging to go with it) for my service-based business when I first got started online, the result of which was months of wasted time, weeping into my wine on a regular basis, and working myself to a frazzle with nothing to show for it.

I came very, very close to giving up on my business entirely, a story I’ve told before.

If you want to avoid my dumb mistakes, then I urge you to take Corbett Barr’s assertion that “deciding on a USP is possibly the most important decision you can make about your business,” seriously. 

Before we get into the finer points of USPs and how creating a compelling one will help you sell more, let’s talk definitions.

I started my copywriting and marketing career way back in the dark ages, round about 2001.

Since then, I’ve seen/read/heard enough definitions for various marketing terms – USP (unique selling proposition), UVP (unique value proposition), positioning statement, Point of Difference (POD), differentiation, core marketing message, and many, many others – to make my head spin.

Many of these terms are used interchangeably.

Heck, despite my years in the marketing trenches, even I started to feel overwhelmed trying to make sense of it all while researching this article. (And I’ve got the 40-page research document to prove it.)

All of which is to say, there are marketing nerds out there who may disagree about what, exactly, a USP is, but I care not one whit about that.

The important thing to know is that you need to do something to distinguish yourself/your business online, and your USP is how you do that. Because without a compelling USP, you’ll struggle to get any kind of traction at all (been there, done that).

For our purposes here, I define a USP (unique selling proposition) as:

The collection of factors unique to you and your business that compel your ideal clients to choose you over someone else who offers a similar product or service. This will be based, in part, on the kind of clients and customers you serve, and their needs / desires related to the thing you sell.

Now, if you want an “official” definition of what a USP is, here’s one  from businessdictionary.com:

Real or perceived benefit of a good or service that differentiates it from the competing brands —and gives its buyer a logical reason to prefer it over other brands. USP is often a critical component of a promotional theme around which an advertising campaign is built.

Corbett Barr defines a USP like so:

Your unique selling proposition is what makes your business stand out. It’s what makes you different and earns you a special place in the minds of your potential customers.

I like to think of your overall USP as your reason for being. Think about it from your customer’s point of view. With tens or hundreds of potential options out there, you have to answer the question, “why should I buy from you?” ~Corbett Barr

It’s unlikely that your product or service is unique in and of itself, so figuring out what makes you different – whether this is your process, your personality, your backstory, your specialization, your target audience, or all of the above (and it’s usually some combination of all of the above) – and conveying that in your online marketing will give you a competitive edge.

Like brilliant marketer Derek Halpern, says, “It’s not about finding unique ingredients, it’s about finding a unique recipe.”  

Take me, for example. I’m a conversion-focused marketing copywriter specializing in website and email copy, which is not unique in and of itself, but the combination of the clients I serve + my experience, expertise, offerings, personality & style, approach and backstory is.

Meaningful Difference vs USP

As I’ve mentioned in previous blog posts, newsletters, and elsewhere, I prefer the term “meaningful difference,” rather than USP. This is because often people hear “unique selling proposition,” and get wigged out about the “selling” part of unique selling proposition.

If that’s you, then think of your USP as your “meaningful difference.”

What is a meaningful difference, you ask?

Nigel Hollis, Executive Vice President and Chief Global Analyst, Insights Division, Kantar, defines it like so:

So what’s a meaningful difference? I think of it this way. We humans find it impossible to judge anything in isolation. We tend to compare things to very close alternatives. So a difference, a factor that distinguishes one item from another, gets our attention. And while a difference may be apparent to most people, it won’t seem important to everyone. A meaningful difference is one that is considered to be important—one that provides a brand with a meaning that is likely to have an influence on a person’s brand choice. [Bold highlighting mine]

According to Hollis:

In the absence of a meaningful difference, the cheapest brand may be regarded as the best choice. Lack of differentiation turns brands into commodities and marketing messages into white noise. But a meaningful difference can spark consumer interest and fuel demand for a brand, even when that brand carries a significant price premium. In today’s complex, confusing, and increasingly impersonal world, people cherish meaning wherever they find it, whether it’s in a brand, a memory, or a lump of rock. So to build value, give people a reason to cherish your brand. [Bold highlighting mine]

Think about that – “a meaningful difference can spark consumer interest and fuel demand for a brand, even when that brand carries a significant price premium.” [Italics mine]

Look no further than well-known brands Apple, Harley Davidson, and designer Tory Burch, to see this principle in action.

You could buy a computer, or a motorcycle, or clothes much more cheaply from plenty of other companies, but the cache attached to these three brands because of their position and differentiation in the marketplace makes their ideal customers insanely eager to pay premium prices for them.  Heck, they even line up around city blocks for hours, just for the privilege of paying premium prices, in the case of Apple.  

That’s the power of effective differentiation, AKA, meaningful difference.

[Hollis’ notion of meaningful difference is much more nuanced and in-depth than I have room to talk about here. I suggest you read his article, Not Just Different but Meaningfully Different.”]

How Your USP Informs Your Signature Marketing Message 

Ok, now we’re clear on what a unique selling proposition (USP) or meaningful difference (MD) is.

This is fantastic information to have, because a USP / MD is a key part of your signature marketing message.

And your signature marketing message is what attracts and converts your ideal clients and customers.

What is your marketing message, exactly? Is it your tagline? Your mission statement? Your company’s vision statement? The details of the product or service you provide? A combination of all the above?

The following excerpt comes from my guide, Marketing Messages That Convert: A Step-by-Step Copy Messaging Guide for Solopreneurs, Freelancers, Creative Business Builders & Other Non-Marketing Types

The way I define a marketing message is this: it’s the combination of things about you and your business — that you already possess! — that put together the right way, will help you attract and connect with your ideal clients & customers (your “ICA,” or ideal client avatar), stand out from the online crowd (instead of being a copycat version of every other person for hire out there doing what you do), and, once you’re getting consistent quality traffic to your website, help you get more business, bookings and sales.

It’s created from your ideal client profile, your unique selling proposition (USP), or what I prefer to think of as your “meaningful difference,” your expertise, and your unique backstory, among other things.

So, if it were a formula, it would look something like this:

ICA + USP + your expertise + your life experience & unique backstory + your worldview applied to your ideal client or customers’ challenges & how you will solve them = your overarching marketing message

You’ll weave this in on your website, blog posts, newsletters, social media updates, and all your marketing communications, wherever you’re in conversation with your audience.

Your signature marketing message is what compels your ideal clients and customers to choose you over all the other choices they have, it tells them why you’re exactly the right person or business to solve their problems and challenges, and it begins to tell them how you’ll do so.

Your messaging should strike an emotional cord with your ideal/desired audience, and make them feel like, “Yes, this is exactly who I want to work with. Where do I sign up?”

Here’s another way to think of it:

The hook/big idea/marketing message of your business answers the question, “Of all the other [thing you do] out there who are equally talented, skilled, and experienced, why should your ideal clients choose you?”

A marketing message that converts will entice your desired clients and customers to take some kind of conversion action, such as subscribing to your email list, signing up for a free consult, inquiring about working with you, making a purchase, or similar.

If you want to learn more about the process I recommend for finding your marketing message/s, I invite you to check out the Marketing Messages That Convert guide here.

Ok, that’s it for Part One, folks.

Coming up next week, in Part Two, I’ll be talking about 5 ways a compelling USP will help you get more business, bookings & sales, then in the final installment the following week [Part Three], I’ll share Real! Live! Examples! of USPs that have helped businesses of all kinds develop enormous brand loyalty with their target audience & stand out in their (very often) saturated niche. My hope is that you’ll look to those examples for inspiration in creating your own memorable USP and the signature marketing message that naturally goes along with it.

 

Grow your email list with better opt-in copy using these two powerful tips

Photo by NeONBRAND on Unsplash

Ah, the power of language.

If you’ve spent any amount of time online, no doubt you’ve come across many an email opt-in form.

Some use language that practically compels you to put down your pricey Starbucks beverage right.this.second, and sign up N-O-W.

Others generate a big ol’ “meh,” and send you scurrying to close your browser tab quicker than green grass through a goose.

You want your own email opt-in copy to be in the first camp, obvs.

What I’ve found far too often, however, is that my beloved audience of otherwise brilliant creatives with drool-worthy goods and services to offer are not converting their website visitors to email subscribers …

… because they’re not optimizing their opt-in form with language that:

#1: Conveys the benefit to signing up for their email list.  

AND / OR …

#2: Lets their personality shine through

Which is unfortunate, because we know that a responsive email list is critical to being able to market effectively and the key to building a thriving business online. 

The good news is, the fix for this is as simple as writing persuasive copy on the email opt-in form that addresses #1 and #2, above.

Here’s the kind of boring, lackluster opt-in form copy that does not get sign-ups:

o “Sign up for updates and special offers”

o “Join my newsletter”

o “Newsletter signup”

o “Join our mailing list”

You know you’ve seen ‘em. Heck, you might even be using that exact kind of generic copy on your email opt-in form right now.

Unfortunately, that kind of copy is a conversion killer (converting web visitors to email subscribers, in this case) because it’s generic and offers no benefit to signing up.  

Plus, it’s entirely lacking in personality.  And let’s be honest – the opt-in form copy above is just plain l-a-z-y marketing.

What you want to do instead is speak to something your audience has challenges with and convey how signing up for your email list will help them solve that problem, i.e., demonstrate value and relevancy to your target audience.

For example, one thing creative service providers often struggle with is getting the right kind of clients – clients who understand the inherent value in hiring a creative pro, and are happy to pay a premium price for that that pro’s services.  

The copy on my own opt-in form addresses that, and offers a solution: 

Enter your email to get instant access to the FREE Creative Rebel Guide to Writing an Ideal Client-Attracting About Page (so you never have to accept work from someone simply because they have a checkbook and a pulse, ever again.)

By the way, the biggest objection/hesitation people have to sales offers – “do I really need this?” – is the same thing they’re thinking when deciding whether or not to sign up for your email list, so you have to give them a clear, compelling, benefit-driven reason to do so.  

You need to be able to answer the question for your audience of “what’s in it for me?”

2 Simple Opt-In Copy Rules* 

(*I dislike “rules” intensely, so let’s just call these opt-in copy “suggestions”)

  1. Demonstrate value and relevance:  be clear about what’s in it for your audience if they opt-in to your list, based on their particular needs and goals – what do they get and how will they benefit from it?
  2.  Show some personality, fer cryin’ out loud 😊

Examples:

#1:  Opt-in copy I wrote for an Interior Designer:

Enter your email below to grab my free guide, “From Chaos to Calm: 7 Simple Steps for Transforming Your Busy Young Family’s Home into an Oasis of Practical Luxury.” (Plus weekly design tips and inspiration I only share with email subscribers.)

#2:  Opt-in copy at Archie McPhee website (I highly recommend reading as much copy on this site as you can – it’s hilarious and brilliant.):

Sign up for the Cult of McPhee Email Newsletter and you’ll receive free monthly emails (normally a $700 value!) announcing our upcoming events, contests and specials. You’ll also get advance notice of our coolest new products and qualify for special members-only deals!

#3: Simple, short and to the point opt-in form copy from Tara Gentile:

Want to know what your customers are thinking? There’s a map for that. Get it!

#4: Funny, irreverent, and totally on brand opt-in copy from Laura Belgray:

Get the only emails anyone likes anymore*

Emails that make you a better writer — become a Shrimper and drink ’em up!

*According to an unscientific but totes accurate study

#5: One-of-a-kind, only-she-could-do-it opt-in copy from Ashley Ambirge:

25 DAYS TO $100K

Freelance Money Mentorship

For new and aspiring freelancers who do not like the action of pinching pennies nor kissing asses.

First Name:

Email:

Reveal First Secret: The $8,000 Rule

You’ll get one lesson from me, Ash, in your inbox every day for twenty-five days. Together, we’ll take your skills and learn how to sell them to other people for a premium rate, doing the work you love, wherever you are in the world.

#6: Opt-in copy from the funny & brilliant business mentor, Matthew Kimberley:

PSST:

Did you know that all of my best writing goes out by email?

Enter your email now and get your own copy of the infamously useful “5 Things You Need To Do Every Morning To Make More Sales In 60 Days”

 

And there you have it.

Can you see how the opt-in form copy in the examples above offers a clear benefit to signing up specifically geared to a select target audience and what they’re struggling with + how they use non-boring, non-generic, personality-centric language?

If you model that, you’ll be in good shape. 

Here’s another blog post I wrote about getting more email subscribers using the [totally free, how awesome is that?!] power of language, by the way:

Want More Email Subscribers? Implement These Two Ridiculously Simple Tips

But hey, don’t just listen to me. 😊

Here are a few other fantastic resources to help you out:

Use this Hollywood Secret to Write Addicting Opt-In Copy (from the esteemed Neil Patel)

Opt-in Copy that Doesn’t Suck: The Criminally Underrated Way to Grow Your Email List (especially useful if you like to nerd out on numbers and statistics)

The Best Opt-in Email Example (Plus 6 Extra!) and the Perfect Places to Use Them (you’ll find some great examples of opt-in form copy here)

 

Let me know how you do!