The All Mighty Opt-In and Its Trusty Sidekick, The Ethical Bribe. Part I

Does your website offer people a tantalizing ethical bribe and an easy way to “opt-in” to your email list?

It better! Because if it doesn’t, I swear, I’m going to hunt you down and spank you!

If you don’t know what the heck I’m talking about, let me back up (and calm down). “Opt-in” is a verb used in Internet land that refers to how people give you permission to email them. More often than not, they “sign up” to receive your free offer, otherwise known as an “ethical bribe.” Your offer is how you “bribe” them into giving you permission to email them in the future.

You’ve probably seen this kind of offer a million times. And you can see another one right now. Right over there, on the right column of this blog. A sweet offer available to you if you just give me your name and email address.

Why do you need an opt-in?

To build your email list, silly!

And why do you want to build your email list? So you can build your fan-base! So you can turn mildly interested folks into raving, loyal fans who want to buy your stuff, come to your events and tell the world how great you are. Email is still the most effective way to do that.

While setting up an opt-in is easy (you need an email marketing service, like MailChimp, aWeber, ConstantContact, or 1shoppingcart), creating an irresistible “ethical bribe” requires a lot of thought, generosity and empathy.

Your Irresistible Ethical Bribe

Your ethical bribe has a BIG job to do.

Not only does it have to sound so appealing that your potential client/fan simply can’t resist it, it also has to:

• give people an immediate and impressive hit of what you are all about
• move people from skeptical to seriously interested in your services
• offer incredible, immediately useable value to your ideal audience
• enchant people into eagerly taking the “next step” with you.

Yikes! That’s a lot of work for one little bribe.

But don’t freak out about how you’re going to come up with an offer that can do all that. First, let’s take a stroll through the essential ingredients of an utterly irresistible, highly effective, valuable ethical bribe.

First…Who Are You Bribing?

WHO is your ideal client or fan? You need to know, because what may be irresistible to an overworked, underpaid musician may have no appeal to someone like Lady Gaga. Step into the skin of your ideal client and get a gut feel for what he or she wants and needs right now!

What Does Your Ideal Client Need or Want, Right Now?

A few weeks ago, I had an experience that I shared in a recent Tough Love Tuesday video. This story, in many ways, is a perfect illustration of the essential ingredients in a great ethical bribe.

It happened last Wednesday. I showed up for my hair appointment at my regular salon. But when I got there, Susan, the receptionist, informed me that I was there on the wrong day. My appointment was on Friday.

After a little embarrassment on my part, Susan, immediately asked me, “Why don’t you get a manicure, since you’re here? Our manicurist is available right now, and it’s only $18.” While a manicure was not on my list of things to do, and I could easily have just left and gone back to work, Susan’s offer was ATTRACTIVE. I never let myself get a manicure, mostly because I ruin them so quickly (all that typing, scratching the cat’s belly, washing dishes and setting up heavy sound equipment), but I often think of getting one. So, Susan’s offer made me stop, think, imagine and eventually say, “Why not!”

So, even though I had no intention of getting (or paying for) a manicure that day, there I was with my butt in a chair and my hands laid out in front of Jeanette, my new manicurist.

Take note! I said “Why Not?” because Susan’s offer was:

ATTRACTIVE: While I wasn’t consciously seeking a manicure, I obviously was holding some kind of subconscious desire for one. And that desire got triggered when Susan made me the offer. Also, the offer was made even more attractive by the fact that the alternative was to turn around and go back to work.

IMMEDIATELY AVAILABLE: I didn’t have to wait around until the manicurist was done with her previous client. I could have it right now! This second!

EASY AND EFFORTLESS: When you get a manicure, you don’t do a thing. You sit there and let the manicurist move your arms and hands around. If you’re lucky, you’ll get a great hand and arm massage. You don’t expend one ounce of energy and in the end, you’ve got something you didn’t have before. Painted, manicured nails!

CHEAP: The fact the manicure was only $18 made it easy to say yes. If Susan had tried to sell me a $30 mani-pedi or a $150 massage, I would have said “no” right away and gone home. But at $18, sure, why not?

Are you getting this?

Your ethical bribe needs to be: Attractive, Immediately Available (like an instant download), Easy and Effortless (meaning, people can easily get the benefit of what you’re offering without a lot of blood, sweat and tears), and Cheap. Now, for your ethical bribe, cheap means free. You don’t want to create any excuse for people to say “no” and move on.

The story continues from here and is filled with even more ingredients for an irresistible and effective ethical bribe. I’ll share the rest with you tomorrow!

But meanwhile, if you have questions about your ethical bribe or opt-in, please make a comment here and I’ll get back to you. You can also post your questions on the Firecracker Communications Facebook Page.

I’ll be back tomorrow with MORE!