Wait!! I just figured it out.
The second word in the tag is its name. For example, the name of [text* your-name] is ‘your-name.’ This name is important as it is used later in your mail template.
SO, if you’re using the dropdown menu (as I am) and the code in the mail section is:
[select menu-46 "I need a website and marketing collateral." "I'm interested in copywriting services." "I want to know more about consulting." "I'm launching a business and I have no idea where to start." "I'm not quite sure what I need just yet."]
Then you would put this in your subject line or message body:
[menu-46]
I don’t know how it works for checkboxes, but I would assume it’s the same concept. Here’s my site if you want to see it in action…
https://www.portacreative.com
Cheers!