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September 16, 2014

How to Get More Email Subscribers

“Sign up for our email list to receive exclusive content!” In the last week, I’ve seen this exact sentence used on Twitter, Facebook and several websites for national personalities. Here’s the problem: your readers don’t think or speak like that....

“Sign up for our email list to receive exclusive content!”

In the last week, I’ve seen this exact sentence used on Twitter, Facebook and several websites for national personalities. Here’s the problem: your readers don’t think or speak like that. The phrase “exclusive content” is something your leadership uses in board meetings when strategizing how to get more email subscribers. It’s not what your customers, fans and followers are thinking or saying.

They aren’t hanging out with their friends at a cookout and saying things like, “Man, I wish that Christy Wright would give me some exclusive content” or “I love shopping at Lowes, if only they would give me more exclusive content!” No. They don’t say that. And if they don’t say it, you shouldn’t either.

They key to connecting—and more importantly, influencing—is speaking the other person’s language. You want to think like they think and speak like they speak.

What do they want? Offer that. How do they say it? Say it like that.

For example, I get a lot of requests for one-on-one coaching. But because my time is limited and my coaching fee is a large investment for most people, I offer the chance to win a free one-hour session as a part of my email sign-up. That’s something people want and I describe it in a way they can identify with.

Coaching Graphic

 

How about your business? What do your customers value and how can you leverage it to build your email list?

Because when you hold a carrot out there that isn’t in the language your customers actually use, they won’t be interested and will skip right past it, even if it was something they would have wanted. They will only know they want it if you say it how they would say it.

So the next time you need more email subscribers or blog followers or Facebook fans, don’t offer “exclusive content.” Offer something that you know they would actually want and then say it like they would say it.

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Leave a Comment

  1. Jason Gazaway says:

    Christy is spot on with knowing your audience and their lingo (aka triggers).

    There are many things you can do to increase responsiveness to attract more subscribers.

    1) Curiosity based copy. “Free Report: How A High School Dropout and Single Mother of 4 Eliminated Over $37,488 in Debt in Just 14 Months. Click Here To Download.” Are you curious how she did it? Are you going to click, download and consume that information?

    2) Design. Your blog design itself Christy, helps in conversions. It’s fresh, modern, font type/size is spot on, etc. User experience plays a key role in conversions. If it had the early 2000’s feel, it wouldn’t convert as high (I’ve tested).

    3) Split testing. It really is the only true way to know. Split testing is when you compare one version against another to see which one “wins”. A good example of this is when asking for the sale. Does your button say “Buy Now” or “Add to Cart”? Surprisingly enough, “Add to Cart” converts higher than “Buy Now”. I have my theories as to why… but that’s irrelevant. However, the point is… You can’t truly know unless you test.

    4) Micro Commitments. Everyone likes to know where they are in the process. Step 1, Step 2, Step 3. Begging, Middle, End. If you design your opt-in box in such a way that highlights this psychological trigger, it’ll improve conversions as well. (e.g. http://screencast.com/t/sff7THGObmA)

    Anyhow, I could go on and on about this stuff, but you get the picture.

    Not even sure why I felt compelled to reply haha 🙂