Give Readers a Sign-Up Gift They’ll Remember
How to create, package, and promote a memorable sign-up gift—with Substack strategies and sample promo copy
Earlier this month, we began exploring how to build a strong connection between writers and readers.
One of the ways we can nourish our reader relationships is by offering them a “lead magnet” when they sign up as a free reader or a paid reader (or both!). This link will offer some basic framing around lead magnets and how I handled them in an agency setting.
We recently polled our Editing Spectrum readers, asking if they wanted to continue to explore lead magnets for newsletters and y’all unanimously said, "Yes!" So that’s what we’re gathering to explore today, starting with a centering exercise as well as some best practices.
Then beyond the paywall, we’ll walk through creative and strategic guidance by exploring these themes:
Touching in with what distinguishes you
Reflecting on your readers
Deciding how to package a sign-up gift
Giving it a good launch
Share about your sign-up gift in these places on Substack
* We’ll be deep diving into specifics that I explore in the Reader Connection Blueprint, which is included in all new paid subs until July 1! Or you can buy your copy here.
Let’s think of them as sign-up gifts, not lead magnets
If you instinctively shiver at a label like “lead magnet,” you’re not alone. A lot of marketing devices have a habit of being cold, removed and focused more on functionality than relationship building. So, for our purposes, I’m inviting us all to consider what the heartfelt intention would be behind a “sign-up gift.”
What imagery shows up for you when you imagine a reader receiving a gift from you? Dive into the specifics that show up in your mind:
Is this gift handmade?
What does the reader feel when they receive the gift?
What do they say when they receive the gift?
Lean into your imagination and experiences you’ve had giving other people in your life a gift. Which ones stand out to you?
What experience do you want to share with your reader when they receive a sign-up gift?
Compare these expansive, creative and generous ideas with the energy available to you now. Where can you find a healthy balance between delighting your readers and honoring the resources you reasonably have to give? Grounding into this authentic exchange of gift-giving—where both gift giver and receiver are considered—we open a different door to creativity and confidence in our motivations.
Once you have a sign-up gift in mind, here are a few guiding principles that are helpful to follow:
The fewer the clicks to access the gift, the better.
No extra labor.
It’s a gift, free and clear.
Describe and link to it in your email header/footer; customize the message between free and paid readers if you’re writing on Substack.
Write one follow-up email to invite feedback privately from your readers.
Write one public essay that is adjacent to the sign-up gift and invite readers to share their experiences publicly.
Behind the paywall, we’re going to dive deeper—2,300 words deeper, to be exact—into specific strategies to maximize your sign-up gift’s impact, including:
Exercises to consider what makes you a distinctive writer, as well as a reflection on your values
How to consider what your future readers are looking for
Detailed Substack-specific places to share about your sign-up gift, making sure it's seen by new and established readers
Sample copy to get you started quickly
Keep reading with us as we transform lead magnets into thoughtful, engaging sign-up gifts that build genuine connections with your readers.