Step 1: Define your target audience, their problems and how your product or service will solve it for them.

• Your audience needs to be large in number, easily contactable and actively looking for your products or services.
  • Suggestion! You may need to narrow your target audience to improve your conversion rate.

Step 2: Create a lead magnet / opt-in gift that is of high value for your target audience.

• Suggestion! The best, highest performing opt-in gifts do one thing: they tackle the headache of your target audience before they even know they need your products or services. 
   
• The successful structure of a headline must be “How to go from A to B” where A is the problem and B is the solution that your product or service offers.

Step 3: Place your opt-in gift on a dedicated landing page.

• Note! Landing pages have better conversion rates compared to opt-ins put directly on your website.

Step 4: Create a customer-centric checklist for successful opt-ins.

• Use these checklists not only as a deeper form of engagement but as a powerful tool to collect extra data for your leads.
   
• Example: Headline “Do you have what it takes to “Insert-Your-Outcome” - complete this test/checklist to find out.”

Step 5: After completing the checklist the prospect is taken to a ultimate online transaction (U.O.T) page.

• U.O.T. can be an online sale, but also a coupon download or an appointment set.
  • Suggestion! Use your checklist to differentiate your leads and send them to different U.O.T pages.
• U.O.T. page is where the online deal ends, and the marketing results can be measured.

Step 6: Create an auto-responder sequence to send to all prospects who successfully opted-in on your landing page.

• The structure of the email sequence:
  • Email #1 - The promise: send immediately after opting in, include the promised high-value gift, keep it short and straight to the point.
     
  • Email #2 - The welcome: tell your story, your “why” and what you are passionate about, don’t try to sell anything.
     
  • Email #3 - The offer: re-articulate the offer from the U.O.T page or direct them back to that page.
     
  • Emails #4 – 7 - Follow up.
    • Note: it takes at least 7 touch points to turn a stranger into a prospect, and then into a customer. 

Step 7: Specify your traffic sources and drive traffic

• These can be a website, social media platforms, and/or paid traffic sources like AdWords or Facebook.
• It’s recommended you utilise paid traffic sources as soon as possible. These sources are easier to turn on and off as needed and are typically more scalable.