---
title: "Identify"
module: "3"
type: lesson
order: 0
draft: false
---

![Identify](/images/book/Identify.png)

## Raise Your Hand

The **GIFT** has done its work. You have moved a stranger past the scroll, earned a moment of genuine interest, and placed something of real value in front of them — a checklist, a guide, a diagnostic, a template — that speaks precisely to a frustration your Customer Avatar carries. They clicked the button. They want it. The question the ATTRACT level has been building towards is now here: will they tell you who they are?

This is Step 3 of 9, and it closes the ATTRACT level. The **HOOK** made the right person stop; the **GIFT** made them lean forward; **IDENTIFY** asks them to raise their hand. What you receive when they do is not a marketing asset. It is a **CustomerDataPoint** — most often an email address, accompanied by one or two tags that tell you which gift motivated them, which segment they belong to, and which conversation to begin. That data point is the raw material every step from here forward depends upon. Without it, your **NURTURE** sequences have no one to write to, and your **SELL** page receives only anonymous visitors whose intentions you must guess at. With it, you hold permission and context — the two things that make every downstream step sharper.

In the language of the **Multiplier Principle**, IDENTIFY governs your **opt-in rate**: the proportion of visitors to your capture page who complete the exchange and become known leads. Unlike traffic, which costs money to grow, opt-in rate is almost entirely within your control. It is a function of the design and copy of the page the prospect lands on — decisions you make once and improve through deliberate iteration.

**The objective of this step:** to design a low-friction, trustworthy capture mechanism that converts the desire created by the GIFT into an identified, tagged lead — a CustomerDataPoint held in your ESP or CRM, with the context needed to begin a relevant conversation.

## Why the exchange feels risky

To design a capture mechanism that works, you first need to understand what happens in the prospect's mind when the form appears. They arrived motivated. The GIFT is exactly what they want. And yet, a significant fraction of them — often the majority — will not complete the form. Why?

The answer lies in what psychologists call **perceived cost**. The prospect is not evaluating whether the gift is worth having; they already decided it is, or they would not have clicked. They are evaluating whether this particular exchange — their personal data for this particular resource, from this particular brand they have only just encountered — is a fair one. A cluttered form, an unexplained data requirement, an unclear privacy statement, or a button that says "Submit" rather than something that names the benefit — any of these shifts the perceived cost upward, even when the prospect genuinely wants what is on offer.

Robert Cialdini's principle of **reciprocity** is operating here, but not in the direction most marketers assume. When the exchange feels imbalanced — when the ask exceeds the offer — the instinct that made the prospect lean forward makes them pull back. A request for a phone number, a postal address, or a company name from a prospect who came for a free PDF signals that you need more than you are giving.

The craft of IDENTIFY is to make the exchange feel not just fair but obviously fair — so obviously fair that the prospect completes it without hesitation.

## The anatomy of a low-friction capture

**Field economy** — the discipline of asking only for what you will genuinely use, immediately, and nothing more. The research on form conversion is consistent and unambiguous: each additional field reduces completion rates. The practical implication is that the default ask at IDENTIFY should be the email address alone. A first name adds personalisation and costs relatively little friction — for many offers, it is worth including. Every field beyond those two requires a specific justification.

**Copy clarity** — the words on and immediately around the form. The headline above the form should name the benefit the prospect is about to receive, not the action they are about to take. "Get your free conversion checklist" does more work than "Enter your details below". The button label is particularly important: "Submit" is the weakest possible choice, because it names your action, not theirs. Button labels that name the benefit — "Send me the guide", "Get instant access", "Download the checklist" — consistently outperform generic labels.

**Trust signalling** — the quiet reassurances that lower the perceived risk of sharing personal data. A one-line privacy note beneath the email field ("We will never share your details. Unsubscribe at any time.") does not take up much space and costs nothing to add. A visible link to your privacy policy meets the expectations of a privacy-conscious prospect and is, in most jurisdictions, legally required.

**Structural flow** — the sequence of micro-decisions the prospect makes between arriving on the page and completing the form. The ideal path is a straight line: they arrive already motivated by the hook and the gift page, they see the form immediately, the form asks for as little as possible, and the button labels the reward.

## Single vs double opt-in

| | Single opt-in | Double opt-in |
|:---|:---|:---|
| **List growth speed** | Faster — no confirmation step | Slower — ~20–30% of sign-ups do not confirm |
| **List quality** | Lower initial quality | Higher quality — addresses confirmed as real |
| **Deliverability** | More hard bounces over time | Lower bounce rates; better sender reputation |
| **Compliance** | Adequate for CCPA | Stronger posture under GDPR |
| **Best suited to** | High-value gifts; warm traffic | Cold or paid traffic; EU businesses |

Neither option is categorically superior. Single opt-in wins on volume and speed; double opt-in wins on quality and compliance posture.

## Strategic tagging: the data architecture beneath the list

A **tag** is a label applied automatically to a subscriber record in your ESP or CRM at the moment of opt-in. It records the context of the exchange: which gift this person asked for, which hook brought them to the page, which segment they most plausibly belong to, which channel they arrived through.

The **Tag Map** — the signature tool of this step — is a simple document that defines, before you go live, exactly which tags will be applied under which conditions, and what those tags will trigger or enable downstream.

| Data captured | Tag applied | Segment created | Downstream use |
|:---|:---|:---|:---|
| Opted in via gift: "Conversion checklist" | `gift:conversion-checklist` | Conversion-interested | NURTURE sequence focused on reducing on-site friction |
| Opted in via gift: "Email strategy guide" | `gift:email-strategy` | Email-marketing interested | NURTURE sequence on email tactics |
| Source: paid social hook | `source:paid-social` | Cold traffic | Slightly longer NURTURE warm-up |
| Source: organic blog | `source:organic` | Warm, research-intent | Shorter NURTURE; introduce SELL content earlier |

Tags should name what happened, not what you plan to do. Tags should be consistent in format. Tags should be applied automatically.

## The quiet killer: capturing data you never use

A list of tagged, opted-in subscribers sitting in an ESP with no active sequence attached to it is not an asset. It is a liability. Email lists decay at roughly 20–25% per year, which means a list that receives no attention for six months has already lost a meaningful fraction of its utility.

The tag map is not only a segmentation device; it is a commitment device. Each tag you define should correspond to something you will do — a sequence you will run, a segment you will message, a campaign you will deploy. If you cannot name the downstream action for a tag, the tag does not belong in the map.

## What good looks like

| Capture context | Typical opt-in rate range | Diagnostic note |
|:---|:---|:---|
| Dedicated landing page, warm traffic, strong gift | 10–30% (top performers 20%+) | Standard target for a well-matched gift |
| Dedicated landing page, cold paid traffic | 5–15% | Lower baseline; message match and trust signals matter more |
| Embedded form in blog content | 1–5% | Passive context; visitors are not in opt-in mode |
| Pop-up on site, timed trigger | 2–6% | Broad and untargeted; quality is typically lower |

A below-benchmark opt-in rate is almost never about the offer — if the gift is genuinely well-matched to the audience, the desire is already present. It is almost always about the mechanism: too many fields, unclear benefit copy, missing trust signals, or a button label that asks the prospect to think about what they are giving rather than what they are receiving.

## Action Checklist

- [ ] **Review GIFT Offer:** Confirm the specific Gift being offered and the page/method where the opt-in will occur.
- [ ] **Choose Capture Mechanism:** Decide: Inline form on landing page? Two-step opt-in? Chatbot interaction?
- [ ] **Define Required Information:** Determine the *absolute minimum* fields needed (likely just email, optionally first name).
- [ ] **Draft "Ask" Copy (Use AI Prompt ID1):** Generate variations for requesting the information clearly and concisely. *Refine.*
- [ ] **Choose Single or Double Opt-in:** Document the reason based on traffic temperature and compliance requirements.
- [ ] **Build the Tag Map:** Define every tag that will be applied on opt-in, its naming convention, and the downstream sequence it triggers.
- [ ] **Draft Welcome/Delivery Email (Use AI Prompt ID2):** Prepare the immediate follow-up email delivering the Gift. *Refine.*
- [ ] **Draft Basic Privacy Snippet (Use AI Prompt ID3 cautiously):** Create initial text regarding data use. **IMPORTANT: Obtain legal review for compliance.**
- [ ] **Build Capture Form/Flow:** Implement the chosen mechanism using your website/landing page tools.
- [ ] **Configure ESP/CRM Integration:** Ensure captured leads (+tags) automatically flow into your system.
- [ ] **Implement Tracking Pixels:** Set up Meta Pixel / Google Tag events to fire on successful lead capture.
- [ ] **Test End-to-End Flow:** Submit a test lead. Verify: Form works → Data appears in ESP/CRM with correct tags → Delivery email received → Tracking pixel fires.
- [ ] **Output Check:** Confirm you have a working, integrated lead capture system.

## AI Prompts for This Step

*Always paste your Foundation Blueprint and Gift details into the chat before running these prompts. Replace every placeholder with your specific data.*

---

**Prompt ID1 — Opt-in "Ask" Copy Variations**

```
ROLE: Act as a UX Copywriter specialising in low-friction opt-in forms and lead capture.

OBJECTIVE: Generate clear, concise copy variations for the headline/instruction that invites visitors to provide their email in exchange for the Gift.

CONTEXT:
- Gift title and quick win: "[Title — what they'll get]"
- Opt-in mechanism: [e.g., Inline form on landing page / Pop-up after button click / Chatbot step]
- Brand Voice: [Adjectives]
- Customer's primary motivation for wanting the Gift: "[From Foundation — the Pain or Goal]"

KEY INSTRUCTIONS:
1. Generate 3 distinct headline/instruction variations — the line that invites them to enter their email to receive the Gift.
2. Each must clearly connect providing their email to receiving the Gift.
3. Keep each under 15 words — scannable at a glance.
4. Generate 3 CTA Button Text options.
5. Generate 1-2 Reassurance Snippets (max 8 words each, e.g., "We respect your privacy. Unsubscribe anytime.").

TONE & FORMAT: Clear, low-friction, Brand Voice. Sections labelled: Headlines / Button Text / Reassurance.
```

---

**Prompt ID2 — Gift Delivery / Welcome Email Copy**

```
ROLE: Act as an Email Copywriter specialising in delivery and welcome emails.

OBJECTIVE: Generate subject line options and body copy for the email sent immediately after opt-in, delivering the Gift.

CONTEXT:
- Gift title: "[Title]"
- Gift access link placeholder: [GIFT_LINK]
- Brand Voice: [Adjectives]
- What they opted in for: "[Brief description of the Gift and quick win]"
- Future email value (one sentence): "[What future emails will deliver]"

KEY INSTRUCTIONS:
1. Generate 2 Subject Line options — clear, confirm the action, encourage opening immediately.
2. Write 1 Email Body draft (~60-75 words) that:
   - Warmly welcomes and thanks the subscriber
   - Clearly provides access to the Gift (use [GIFT_LINK] placeholder)
   - Briefly sets expectations for future value
   - Matches Brand Voice

TONE & FORMAT: Warm, clear, concise. Subject lines first, then email body.
```

---

**Prompt ID3 — Basic Privacy Information Snippet (Draft Only)**

> ⚠️ **This output requires mandatory legal review before use. It is a structural starting point only — it does not constitute legal advice or compliance.**

```
ROLE: Act as a plain-language writer helping draft initial informational text for opt-in forms.

OBJECTIVE: Draft a 1-2 sentence snippet explaining why an email address is being collected and how it will be used, suitable for placement near an opt-in form.

CONTEXT:
- What the email is collected for: [e.g., Delivering the free Gift and sending related marketing emails]
- Brand name: [Your brand name]
- Unsubscribe option: [Yes — subscribers can unsubscribe at any time]

KEY INSTRUCTIONS:
1. Write 2 draft snippet variations (1-2 sentences each).
2. Keep language plain and non-legalistic.
3. Mention the purpose of collection and the option to unsubscribe.

TONE & FORMAT: Plain, transparent. Two numbered options.
NOTE: Have this reviewed by a legal professional for GDPR/CCPA compliance before publishing.
```

---

**Prompt ID4 — Lead Qualification Question Ideas (Optional)**

```
ROLE: Act as a Lead Segmentation Strategist.

OBJECTIVE: Brainstorm 3-5 concise, low-friction qualification questions to ask immediately after opt-in, for segmenting new leads without damaging conversion rate.

CONTEXT:
- What you sell: [Product/service brief]
- Desired segmentation: [e.g., Business size / Experience level / Primary goal]
- Opt-in mechanism: [e.g., Post-opt-in thank you page / Second step in chatbot]
- Brand Voice: [Adjectives]

KEY INSTRUCTIONS:
1. Generate 3-5 question options.
2. Each should be answerable in one click (multiple choice preferred).
3. Frame each question as helpful to the subscriber, not interrogative.
4. Keep questions to a minimum — prioritise the one or two with highest segmentation value.

TONE & FORMAT: Friendly, low-friction. List format with suggested answer options for each.
NOTE: Use sparingly. Each additional field reduces opt-in rate. Only add if segmentation genuinely changes what you send.
```

---

*Always provide Gift and Foundation context. Review all AI output — especially ID3 — before publishing.*
