Most websites ask people to subscribe without saying what they'll get. Guru's approach works better: offer something specific like 42 free HR templates. Visitors are more likely to give their email when they know exactly what's in it for them.
So a lot of people love to, when they're designing a website, let me put an email box that says subscribe. To what? You know, what are you asking me to subscribe to? It sounds like a chore. What am I getting in return? And often people say something like, get the latest, keep up, find out more, which is a little bit better than those others, but still not great. Now, when you go to Guru's website, what are you going to get? 42 free HR templates, right? And Guru gets an email in exchange and then they get obviously tremendous value by getting 42 free HR templates. So I absolutely love that example. Another thing I think you see in that is people sometimes are afraid to quote unquote give away some secret, right? But we found a lot of value in Guru doing this because it leads to higher conversions when somebody does hit their website.
