Day 4
Subject: Don't send people to your website, [firstname]

Hi [firstname],

That subject line may have left you a bit puzzled, after all, the object of your sales funnel is to get people coming back to your website, right?

Well, sort of.

You see, when you want people to sign up to your mailing list and get your free giveaway, you don't want them to be distracted by anything else on your site.  If they get distracted  reading posts on your blog, for example,  chances are they'll forget about signing up.  Obviously, you don't want that to happen, so you need to send traffic (and I'll talk more about that tomorrow) to what's known as a squeeze page.

A squeeze page is a very simple page that extols the virtues of your giveaway. It should have a nice graphic illustrating your free report or course, a benefit-laden headline, bullet points outlining the benefits to the customer and the sign-up box for your mailing list.

And nothing else!

People who come to your squeeze page will have only two options: Sign-up or leave.  If your copy is persuasive enough, and the benefits so overwhelming, signing-up becomes a no-brainer. 

If you have a WordPress blog, there is another option: A pop-over.  This is a plug-in you can install that will fill the screen with a sort-of squeeze page.  Again, it should be benefit-laden and compelling, and have your sign-up box.  The only difference here is that people can close this pop-over and continue reading your blog.  You should split-test between this and a proper squeeze page to see which is the most effective.
 
Now you're ready to fill your funnel with potential customers.

Warmly,

[Your name]

PS. I devote an entire chapter of my fact-filled sales funnels guide to persuasive writing.  Getting it really is a no-brainer.  I explain why here [link to sales page]. 