Academy / Grow an email list from social
Lesson 1 of 5 · 5 min
An offer worth an email address
"Join our newsletter" asks people to give you something and get nothing they can picture. Few say yes. "Get the 10 minute morning routine I teach every beginner" gives them a reason today.
What makes an offer work
A good free offer, often called a lead magnet, has four things in common:
- It solves one small problem now. One routine, one checklist, one price list, instead of "everything about yoga".
- It is quick to use. Something people read in five minutes or use the same day.
- It leads to what you sell. The routine is from your beginner class. The checklist ends with "book your first visit".
- It is specific in the name. "The 5 questions to ask before you book a wedding photographer" beats "Wedding tips".
Examples by business
- Yoga or fitness studio: a 10 minute routine for desk workers as a one-page PDF or a short video. Or "Your first week: what to bring, what to expect".
- Hair salon: "How to keep your color bright for 8 weeks", with the three products you use.
- Online shop: 10% off the first order, or early access to a new collection before it goes public.
- Coach: a worksheet to price your services, or a 20 minute recorded workshop.
- Local shop or café: a birthday treat, or first word on events and new seasonal items.
A discount works, and it brings people who want the discount. An offer that teaches brings people who want what you do. Pick the one that matches the customers you want more of.
Test it before you make it
Do not spend a weekend on a guide nobody wants. Ask first. Post two options and let your followers pick: "Which should I make for you: 1, a morning routine, or 2, a guide to your first week? Comment 1 or 2." The comments tell you which to make, and every person who answered is someone to tell when it is ready.
Try it now
Write down two offers that fit your business, each with a specific name. The button opens the composer with a brief for the post that asks which one people want. Change the two options to yours.
Quick check · 3 questions
Check what stuck
Why does "join our newsletter" get few signups?
Show the answer
People cannot picture what they get. A specific offer, like a 10 minute routine, gives a reason to say yes today.
Which is the stronger offer for a hair salon?
Show the answer
How to keep your color bright for 8 weeks. Specific in the name, solves one small problem, leads to what you sell.
How do you know which offer to make?
Show the answer
Post two options and let followers pick with a comment. Ask first, and everyone who answered is someone to tell when it is ready.
In this course
- 1An offer worth an email addressWhy "join our newsletter" gets few signups, what makes a free offer work, examples for studios, salons, shops and coaches, and how to test one before you make it. · 5 min
- 2Where to ask for the emailThe places on social and in real life where people say yes, and how to collect the address in an Instagram or Facebook DM with Postfjord. · 5 min
- 3A signup people trustWhat a signup form needs and what it can leave out, why people should confirm their address, and where the addresses you collect in Postfjord go next. · 5 min
- 4The welcome emailThe first email is the one most people open. What to put in it, a full example you can copy, and what to leave for later. · 6 min
- 5How often to send, and whatPick a rhythm you can keep, a simple shape for each email, what to do about unsubscribes, and the few numbers worth watching. · 5 min