A lot of entrepreneurs feel lost in the forest of the online world of opt-ins, freebies, and content upgrades. Why is it so important to put your opt-in in the context of your larger business strategy? How do you make sure the opt-in actually converts? On this episode, I talk in-depth about 5 tactics that will help you create opt-ins that bring people through your sales funnel.   It’s not just about the knowledge you have. It’s about someone wanting to be in your space. -Dana Malstaff   3 Things We Learned Don't think of an opt-in as an end result, think of it as the beginning. Sales pages: stop telling people what the features are, and start telling them what the benefits are. Your personality matters just as much as your content, so make sure it shines through.   Your opt-ins can’t just be opt-ins. They have to be part of your overall business strategy, and you have to see them as the beginning of a relationship and not the end goal. Remember: the purpose is to give a good first impression so people want to learn about and engage with you even more. It’s all about giving them a reason to want to get into your space.