Anyone can do it. But there’s no point in having a working pop-up if the pop-up itself doesn’t have text that is persuasive enough to sell. There are a few sales tactics that you can use on your pop-up to make sure the visitor actually fills in the form and sends you his details:

1. Give Them a Reason to Play
If you really want to make sure your visitors hand over their email addresses, offer them  something in return. Free reports are good, ebooks are fine too. In fact, anything that’s free and relevant is likely to get results. You don’t have to go overboard here; if you can find a
goody that won’t cost you anything, fantastic.

2. Make the Title Tell
The title tag of your pop-up isn’t going to push it up the search engine listings, but it’s still important. If you leave it out, or worse, write something daft, like “mypopup”, no one’s going to take you seriously. Be professional and you’ll achieve professional results. Use a real title and make it interesting.

3. Use a Hard-Hitting Headline
I’ll talk about headlines in more detail later in this chapter. That being said, I can’t stress how important headlines are. You’ve got about two seconds to grab a reader’s attention and make them read. That’s the job of your headline. It’s got to focus on the benefits the user can expect by signing up:
“Increase Your Sales By 127%!”
“Learn How To Speak Swahili In Three Weeks Or Less!”
“FREE Marketing Newsletter! Sign Up Here!”
Use a boring headline and you’ll get a boring bottom line.

4. Keep it Slim
If your users have to wait more than a few seconds for the pop-up to download, the chances are they’ll close the window before it’s finished. Use minimal graphics and make sure everything’s optimized before you put it on the server.

5. Make it Sexy!
Slim doesn’t mean the same as dull. You can still use cool colors and attractive fonts, but make sure the pop-up looks professional. The copy has to be easy to read, and the whole page has to be good on the eye. Simplicity is key when it comes to effective pop-up design.

6. Offer a Close Button
You might think it’s a good idea to keep the pop-up open until the user signs up. But if they’re not going to register to get the benefits you’re offering, are they likely to opt-in just to get rid of the pop-up box? And if they do, are they likely to buy from you? Keep your users happy; let them close the box easily if they want it out of the way. They might just buy something instead.