Academy / Grow an email list from social
Lesson 1 of 5 · 5 min
An offer worth an email address
"Join our newsletter" gives people nothing they can picture. "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:
- It solves one small problem now. One routine, one checklist, one price list.
- It is quick to use. Five minutes to read, or usable the same day.
- It leads to what you sell. The routine comes from your beginner class.
- 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.
- 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.
- Coach: a worksheet to price your services.
- Local shop or café: a birthday treat, or first word on new seasonal items.
A discount brings people who want the discount. An offer that teaches brings people who want what you do.
Test it before you make it
Do not spend a weekend on a guide nobody wants. Post two options: "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 everyone who answered is someone to tell when it is ready.
Do it
- Write two offers that fit your business, each with a specific name.
- Press the button below. The brief is filled in.
- Change the two options to yours.
- Schedule the post.
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