Now that you understand the Who and the When, it’s time to focus on the What. What should you write in your form to convince this group of visitors to join your email list? Do you need to include a coupon? What should you include?  Find out in this lesson.

We've covered the who and the way. So now it's time to focus on the what. What should you write in your form to convince this group of visitors to join your email list. Do you need to include a coupon. What should you be writing your hook as we like to call it is the thing that carries the biggest impact on your form sign up rate. First things first. It's important to set clear expectations with your visitor before the visitor is going and join your list and complete your form.
You should help them understand exactly what they're signing up for. Are they signing up to receive a newsletter. New Product launches. What will they be getting anything in return. The more upfront you are, the more likely it is for the visitor to sign up and more importantly the less likely they are to unsubscribe down the road. Essentially this is the hook. What's in it for them.
Remember marketing is about the customer and benefits to that customer not for you over the years, we've really seen there are three types of form content out there when it comes to list growth. The first is what I call a sign up campaign sign up to join our list and be the first to hear about product announcements and special offers. Sign up campaign does not promise a coupon you're purely making the ask that the visitor join your list to stay informed.
Second is a coupon. This is an explicit offer. Join our list and you'll receive a code for x or the coupon might be for a discount like $10 off 10% off or a code for free shipping. The third is an enter to win campaign. Join our list and you'll be entered to win our monthly drawing for x where the drive can be for a free gift certificate to the store or a vip experience or a free product drawn.
Join me in the next lesson where I'll be sharing data and sign up rate benchmarks by each of the campaign types. The data comes from across the entire pretty customer base and 500 million email sign UPS. You won't want to miss this.

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<h1>Build an online store for your business with your new skills.</h1><p>Shopify has everything you need to start selling, all in one place.</p>