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Web Copy That Sells, 3rd Edition by Maria Veloso

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GET A CALLING CARD: THE OPT-IN MECHANISM

We all know that most visitors to websites don’t become buyers on their first visit—maybe not even on the first several visits. What you need to do is find out how to reach them again.

The best way to do this is with an opt-in mechanism (a tool to get a reader to agree to accept your e-mailed information and correspondence). Remember, the odds are against people buying something the first time they visit your website. After all, they don’t even know you. Therefore, you must develop an irresistible—and easy—way for your visitors, at minimum, to give you their e-mail addresses before they go.

In my opinion, crafting your opt-in offer is infinitely more important than crafting the offer for the product itself. ...

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