This is a contribution by Nathan Agin.
Do you know you have a great opt-in offer — something that will truly help your audience? And the feedback from current subscribers is that it’s wonderful.
There’s just one issue: it’s not converting as much as you hoped.
Totally frustrating, right?
Wouldn’t it be nice if there was an easy addition you could make to your page to help?
Wouldn’t it be great if you didn’t have to totally overhaul everything to change your results?
What if there was a simple way to engage your visitors, to captivate them with your message, and to convert them into subscribers?
Let me show you how.
Table of Contents
- What Is an Opt-In Anyway? An Opt-in Definition
- Video Opt-in Example
- Now, why this is important?
- What are the keys to an effective video opt-in?
- Your turn!
- Need more help with your video opt-in? Here are a couple bonuses to guide you along.
What Is an Opt-In Anyway? An Opt-in Definition
Opt-ins are when someone lands on an opt-in page or sees an opt-in form on your website, and is interested enough to fill in their information and subscribe to your email list.
Basically, it's someone giving you permission to send them emails on a regular basis – about the topic they opted in for. You'll want to brush up on the GDPR implications of opt-ins, of course as things are constantly evolving.
Now that you know the opt-in definition, and why it's important to get someone to willingly opt-in to your email list… let's get to the advice!
Video Opt-in Example
For example, here’s the video opt-in I currently use on my site Videos in One Take:
Now, I know this isn’t necessarily a comfortable medium for everyone. Some people are downright terrified of being on camera, and others feel they just are terrible on it.
Whether you are scared of getting in front of the camera, or if you can’t stand seeing yourself on camera, or if you find you ramble and get lost, I’m going to show you a simple and effective method for creating a fantastic video opt-in.
(Stick around to the end of the article: I’ve put together a resource to help you immediately start getting rid of your stress on-camera.)
For some people, all the gear questions can get in the way: what kind of camera, audio, lighting, editing, music, and on and on.
Bottom line: you can create an amazing video that WORKS with nothing more than your laptop or a smartphone.
It is the MESSAGE you are sharing: the solution to your visitor’s problem. It is not all about how shiny the presentation looks. (Even if you do have a gorgeous popup or opt-in box!)
So we’re not going to focus on the gear to use for your video, but rather: the HOW of creating a powerful video opt-in that engages, captivates, and converts!
Now, why this is important?
Various studies have shown that videos can increase conversions for sales, sign ups, and opt-ins — often up to 80%. Everyone from Unbounce to Kissmetrics can provide stats and studies (both by individuals and by companies) as to how this has impacted results.
So, there’s plenty of data out there to support the fact that you want to use videos on your pages. The data reveals that using a video opt-in can be more effective than just text and images.
Why do you think that would be?
We’re simple creatures. :)
We enjoy video and we are visual learners.
It’s also a great way to help your visitors relate to you, and to create a more personal connection between you and them.
We like interacting with PEOPLE, and so when we get to know people, we’re much more likely to enter into a transaction – even a free one.
What are the keys to an effective video opt-in?
Step One: What is the big pain point?
Empathize and connect.
What has really challenged you in the past? Get back in touch with that frustration.
For example, if you’re sharing healthy food tips, perhaps one of your videos might start out with:
Are you a busy parent trying to find healthy recipes for your family that are both quick to prepare and delicious to eat?
Step Two: Who are you?
What are you doing or running? What work do you do? Who have you worked for or with?
Be personal, friendly, present, and have fun; forget the horrible advice of “just be yourself.”
For example, if you’re helping baby boomers travel more for less money, perhaps you might say:
Hi, my name is ______ and I help empty-nesters and retirees see the world and get more bang for their travel buck, all without the hassle or stress. I’ve been working for the last 10 years with seniors all over the country and I’ve helped thousands of people just like you visit their dream places like Paris, Thailand, Argentina, and Alaska—all for a fraction of the price.
Step Three: What are you offering?
Keep it simple and to the point: the bullet points, the list, the what-you-have.
Maybe you’re offering a free video series, or perhaps you have a free report that reveals the top mistakes people in your niche are making. Whether it’s an audio, an email course, or a consultation with you, let them know exactly what it is you’ve put together.
For example, if you work with theatre companies to gain more grants and improve their fundraising, you could say:
I know how difficult and frustrating it can be trying to figure this all out for yourself. Luckily, you don’t have to. I’ve put together a free email course that will walk you through the exact step-by-step training I’ve used with dozens of other theatre companies to help them raise over $500,000.
Step Four: How will it help others?
Think of benefits, not features. Not necessarily what it is (video, audio, PDF), but rather how will it improve their lives.
How will it make people feel? Confident? Free? Motivated? Energized? Driven?
Will it save them time? money? frustration? Will it delight or excite them?
For example, if your work centered on freelancers in finance, you could tell them:
This free gift will allow you to double your rates, reduce your workload, and never worry again about where the next accounting client is coming from. I’m here to show you that this system not only works, but you don’t need a lot of time or money to get started.
The key here is that your gift better deliver on what you say it can do.
Step Five: How can you get access?
Again, keep it simple.
What specifically do people need to do? Click a button? Fill in their email address? Tweet out?
For example, if you are a psychologist that specializes in family counseling, you could close with:
Just drop your name and best email address in the boxes to the right, click the button, and I’ll immediately send you my free video series on how to easily talk to your teenagers without all the drama. Thanks so much for watching and I look forward to sharing this with you.
Keep your videos to 1-2 minutes. That’s all you need, and that’s all people have time for.
Building your business is based on trust and credibility. For someone to enter into a transaction with you (even an opt-in), it requires a bit of risk and trust.
Luckily, the risk is very low (an email address), and the reward can be disproportionately great if the opt-in offer is excellent.
This is your opportunity to dazzle them, because if your offer really helps them (even if it’s very simple stuff that they can put into action), then you will gain trust with your subscribers. They will be more likely to engage with other offers you have down the road.
Remember: the camera is your best friend: it has no judgment, it truly wants to hear everything you have to say, and it will never lie to you.
Trust it completely.
Now, take 15 minutes, plan what you’re going to say, and go shoot your video!
I’m not kidding. That’s all the time you really need. Don’t overthink this. Don’t go crazy. Just get personal, have fun, and let people know how you can help them with your video opt-in.
Need more help with your video opt-in? Here are a couple bonuses to guide you along.
I want you to do the same thing that I’ve created here.
First, I’ve put together a video series to help you reduce your stress on camera.
Second, one person reading this will get a one-on-one mentoring session with me. I’ll help you personally implement this plan.
About the Author
Nathan Agin is the founder of Videos in One Take, which helps entrepreneurs become more powerful and captivating in their videos (opt-in, sales, about, blog), leading to more engagement and conversions. Nathan’s background is in acting, and to date, he has made made hundreds of videos; on his Videos in One Take blog, he explains how he does it.