There are 3 essential parts to the offer, and so they also are: the teaser, the form, as well as the payoff. The teaser may be the text and or audio-visual presentation you make when they get of your opt-in offer page. This is where you wet their beaks a little, get them interested enough to pull the trigger and send in the system. Be respectful here. People are smart, so don't insult their intelligence with your teaser. And you'd better be sure that you deliver anyone promise.