Clever content model of the week: Check out Tony Alessandra's Platinum Rule" free self-evaluation form." According to marketing consultant Nancy Roebke of Profnet.org, who helped Alexander develop the idea, this free online quiz generated about 100,000 opt-ins in 12 months. (You have to enter your email and agree to get a free weekly email newsletter in order to learn what your quiz results are.)
Alexander generates revenue from the list by offering an upgraded version of the personal evaluation to all takers for an additional $25. (Alexander also tested a $15 price point, but made more with $25 despite a slight conversion percent drop.) Roebke says, "This is a multi-million dollar product."
Can it transfer across other content topics? Well, at the very least I think using a quiz to gather opt-ins is a great idea even if you make your back end money doing something else (selling ads against them, or ebooks to them, or whatever.) If you're considering it, definitely check out Alexander's page for some copywriting tactics to make it work. I especially like two of his
1) He doesn't call it a newsletter, possibly because "newsletter"
has negative connotations for many people (too much email clogging your inbox, too many ads, useless content, etc.). Instead he focuses on positive benefits, saying, "Persons taking this profile will be added to our mailing list to receive a series of 52 FREE articles -- one per week -- on how to improve various facets of their personal and professional relationships."
2) He overcomes potential "I have too much email" objections by saying, "You can cancel these free weekly e-mail articles at any time after receiving the first one if you feel they don't provide value to you and your relationships." (Note again how he pops a benefit statement in there too.)