How to Inspire Would-be Subscribers to Say, “I Must Sign Up…”

email list


I touched a nerve this week when I asked y’all about list building (here’s the email in case you missed it). 

So many questions from aspiring list-builders…

…including this one (which was similar to several I received): 

“What can one say that would make someone feel ‘I must subscribe right away?’”

I visited her website…

…and found a single line of text…

…buried in the middle of a big block of text…

…that said: “Subscribe to get our intriguing thinking about {the business she’s in}” 

That is NOT copy that inspires visitors to say “I must subscribe right away.” 

Those who click that link, see a sign up form with ZERO marketing copy. Just a boring headline and the form.

My advice to her:  

What can one say that would make someone feel “I must subscribe right away?”

I’ll answer that with questions: Why should someone subscribe? What’s in it for them? What are the benefits, outcomes, and transformations they can expect if they opt in?

Answer those questions, and you’ll be on your way.

On your site, your CTA is: “Subscribe to get our intriguing thinking …” 

Put some sales copy in that call-to-action. Put some sales copy on that opt-in page. Think of your opt-in page as a sales letter where the product is your email. Include testimonials (very helpful!)

A few months ago, I launched a “sales page” for my email signup. Lots of copy and 21 testimonials.

Since publishing this, opt-ins have increased month-over-month by 20-30% (vs. pre-sales-page). 

Also, I often republish my emails as articles on LinkedIn. At the bottom of the article, I include a call-to-action that mentions benefits (you’ll learn, you’ll laugh), implies social proof (see why the masses wake up with me), and links to the sales page. I get multiple opt-ins every time I publish an article on LI. 

Here’s the copy from the bottom of a recent LI article: 

…if you want more stories like this one, you can sign-up to receive MY lightbulb-moment-making , laugh-inducing , never-boring ️ emails.

Daily(ish) goodness delivered straight to your inbox. (This thing you just read began life as a humble little email before sprouting wings, leaving the nest, and flying here to LinkedIn Article Land).

Hesitant to get daily(ish) with me? Well…before you flee, see what the enlightened, amused, never-bored masses say. Discover why they wake up with me Monday through Friday mornings. Some balked when I told them I send daily(ish) emails, but then they read a few…

So there you have it. Now go build your list…

…and have a great weekend.

Don't go away yet..

p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.

Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:

1) Get the Story Power Profit Pack -- 52 Strategies, Tips, and Tactics  to Transform Your Content from Ignored to Adored.

2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.