of his course for free in exchange for your name and email address.   In each of these strategies to collect names and email addresses, youll notice that you are offering something that your visitor will find valuable. In a sense, you are "baiting" your visitor to give you their contact information. If what you use to bait your customer is desirable, youll receive a lot of email addresses.   The industry average sign-up rate is around 5%. If your sign-up rate is below 5% you need to provide something of stronger value with which to bait your visitor. With all the privacy issues flying around, your visitor needs a strong reason to share their personal contact information with you.   Mistake # 4 - No Use Of Compelling Headlines and Sub-headlines   It is said that 80% of the success of a direct mail letter is attributed to its headline. It is no different with website copy. The Web has brought us universal access to photos and graphics but in the end, its the copy that sellsperiod. The trick to getting your visitors to read your copy is to use dynamic, attention-getting headlines and sub-headlines.   The sole purpose of your headline should be to make your visitor want to continue reading the text below it. Each and EVERY page of your website should start with a headline. You may even want to use a sub-headline to support your main headline.   Throughout your copy you should continue to use sub-headlines as a way to break up your copy and to allow your visitor to "skim " your content. Most web surfers are skim readers so the chances of having your copy read without the use of sub-headlines is slim. Three other places you should use headlines are in your (1) testimonials, (2) guarantees, and (3) under photos or graphics (as captions). Again, people are 8 times more likely to read your content if you have a headline.   If you want to see a good use of headlines and sub-headlines visit my sites www.MakeTheGrade.com and www.InternetMarketingBookstore.com.   Here is a sample website with a headline that draws you in and makes you want to continue reading:                   "Take a Vacation 365 Days a Year Without Ever Leaving Your Home!"