To attract people into handing over their name and e-mail address, you need to have an offer that is attractive to your website visitor. One of the best ways to do this is to create something that you can give away for free. The best "something" is an information product that solves your target audience's biggest problem. Figuring out that problem means stepping into their shoes.

In our outsourcing business, BSETC, we provide to people a free delegation workbook. We've provided that workbook to people for years and it has always been a great list builder for us. However, if we're being honest with you and with ourselves, we would tell you that it may not be the best conversion tool for our ideal customer. The reason that it might not be the best is because providing a delegation workbook to people who are already overwhelmed and are therefore just looking for a quick, easy solution to alleviate this overwhelm is perhaps not the best solution.

One of the things that we could offer them instead is a quick cost calculator for figuring out the actual cost associated with certain tasks. This might be more appealing because for our target market, one of their biggest issues is figuring out how they'll be able to afford to outsource and delegate. Coming up with the work to hand off may not be as much of an issue.

The beauty of the Internet though is that you can change and test and edit and test and change the options that you put on your website. In fact, you can even split test options and have two offers running at the exact same time to see which of the offers is more valuable to your website visitors. However, this section is not about split testing but rather about the list so let's get back to that.

Once you figure out your prospect's biggest pain point, create something that will allow them to feel relief from this issue. Once they see that your company can provide relief from the issue, they'll be more likely to continue working with you and your company.