Jen Rulon

“Coach Jen, how on earth can I get my content in front of more people?”

Ahh, I’m so glad you asked!

No matter who you’re coaching, they have a need that only you can fulfill. And when you discover what that need is, you’ll have two valuable pieces of information:

  1. What incentive will be a true no-brainer for your ideal client to opt-in to your list?
  2. How can you use your mailing list to provide the best value for those who join your list?

The reality of today’s online market is that it’s oversaturated with boring and generic offers:

“Join my email list!”

“Receive my weekly newsletter!”

Are you signing up for that? No way!!

Opt-in incentives need to be enticing and have clear value. This can be as simple as a resource guide or a short how-to video that answers a common question. Please don’t go overboard with dozens of downloads and a 100-page eBook. Rather than providing value, these massive downloads will be opened, scrolled through, and forgotten amongst hundreds of other emails that the reader was going to “catch up on later”. #aintnobodygottimeforthat

And when it comes to providing value to your list members, keep three things in mind:

  1. Regular communication is a must (consider an autoresponder series if you’re not good with scheduling email updates)
  2. Marketing is second to information—too much selling will cause your opt-out rates to soar.
  3. It’s your responsibility as a thought leader in your market to sift through the junk and find the gold that your audience is craving.

Your readers have short attention spans.

I’m sure that’s no big surprise to you. In fact, you probably browse the Internet at light speed, too, scanning titles and subheads, skipping to the bottoms of sales pages, and fast-forwarding through videos just so you can get to the next thing.

I bet you even read everything in the bullet points before choosing to actually read this email.

Think about it: If your readers are skimmers (as most of us are) then making sure you include the most important information right at the top of the page is going to greatly improve your conversion rates.

Put the biggest benefits in your subject line, then follow it up with two or three sentences that build on your headline. That’s it! Short, sweet, and benefit-driven.

When your readers land on your opt-in page, they probably know what to do next, right? Nope, not true. You have to invite them to take the next step. Give them specific instructions and you’ll have higher conversion rates than if you just leave it to chance.

Your call to action should tell a reader exactly what to do, like this:

  • Click here to download
  • Enter your name and email for instant access

Watch the text on your form buttons, too. After all, “Subscribe” or “Sign Up” doesn’t exactly excite you, does it? Consider using a phrase that matches your call to action instead, such as:

  • Get the Checklist!
  • Send the Video!

Take a look at your opt-in pages. Do they follow these strategies? If not, consider making some changes to your copy, your images, and your calls to action, then watch your results. You’ll more than likely see a boost in conversion rates if you do.


Interested in learning other tips and tricks about running an online business. Check out the “5 Business -Killing Mistakes You’re Making Every Day”

AUTHOR: Jen Rulon

I have been coaching triathletes, runners, and cyclists for over 21+ years; I received my Master's Degree in Kinesiology with an emphasis in Exercise Science. And as you may have learned, there is more to life than swimming, biking, and running. It is a lifestyle, and I am here to help you cross that finish line with a smile, whether it is an Ironman Triathlon or the Ironman of Life. You can find my knowledge shared in Triathlete Magazine, Runners World, on the TEDx Stage, the Health and Wellness Expo in San Antonio, TX, Southwest Research Institute Human Performance Summit, Training Peaks Workshops, "Self Motivation Strategies for Women" on Amazon, Men's Journal Online, and the New York Times. I also practice what I preach—she's a 15x Ironman Triathlete who participated in the Ironman World Championship in Kona, Hawaii, on October 14, 2017.

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