Opt-ins have become very popular because they are a way for entrepreneurs to grow their email list and for consumers to get access to bits of free content. What are the two key things we should know before we do an opt-in? Where should our opt-in journey start? On this episode, I share a step-by-step roadmap for developing really good opt-ins, and outline some ideas to get you started.     When it’s in writing, people don’t read it in your tone. They read it in their tone, and their tone has baggage. -Dana Malstaff   Things We Learned From This Episode   Opt-ins aren’t just random pieces of content— they represent relationships and opportunities. Start with the thing you’re actually selling. What is the final commit? Ask yourself what people need to believe in order to make a decision and buy your product. The best opt-in is something people can infuse into their daily habits and carry with them everyday.     Getting someone’s email is like a first date: we have to make a great impression and present ourselves well. Our opt-ins are something we should be taking seriously. At the same time, we shouldn’t take too long to put them out. You’d rather see the response and make changes, or leverage what’s working, than to wait to make the right opt-in. We have to put the opt-in within a bigger context, which is the product we want them to buy from us. It’s also critical that we’re clear on what they need to believe, and find a way for our opt-in to become infused in their daily lives and give them a quick win.