October 17, 2018

A Call-to-action Formula for Your Free Download


You've got your first lead magnet all ready to go and you've got a great landing page for it. You're anticipating a rush of new visitors to download your giveaway and discover how valuable your small business might be to them.

If sending a series of promotional emails is the next step in your plan, did you tell subscribers to expect that? Near your sign-up form, you have to tell people what they're opting in to - the general content of the emails and the frequency - to be compliant with CASL (and other regulations).

No one opts in to receive a series of promotional emails. So how can you legitimately build your list and then get people's attention?

Your best option is to opt new subscribers into regular, valuable content. Build the relationship over time and then send promotional emails based on the subscriber's interest and interaction with your content. Give subscribers opportunities to express their interest with call-to-action buttons and links. This shows a long-term commitment... and you can be explicit, which is CASL-compliant.

On your landing page, describe what subscribers can expect after downloading your giveaway. And then commit to delivering that content on the frequencies promised. This approach is conspicuous in its credibility.

Here is a simple call-to-action formula:

Get this *valuable content* when you subscribe to *blog or newsletter* issued *frequency* containing *more valuable content*.

Example: Download the Quick and Easy Content Creation Workbook immediately when you sign up for the Work Better, Not Harder monthly newsletter full of ideas and tips for busy business owners.

I wish I had a dollar for every email example that's been sent to me over the years by people who are certain they didn't sign up for the contents and asking me if it's "legal". Credibility is important if your sales process depends on filling your funnel by marketing. Be open and honest when inviting people in.

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