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Here's how it works. As soon as I click through to your site, impress me with a headline and some copy that will clearly show me that you are offering memberships and that I will realize benefits by joining. Make it plain that membership will remove pain or produce gain. (You do know difference between features and benefits, don't you?)
Now, take me, step- by -step, through every possible advantage that I will receive by joining. Show me some testimonials from satisfied members. Work a couple of these into your copy. Sure, it's fine to have a special testimonials page, but including brief testimonials in your regular copy is more effective and more likely to be read. And of course, they will be genuine and not contrived, right?
Every few paragraphs, include a direct link to your Membership Form. After all, once I'm ready to join, don't let me lose impulse by leading me through more information than I want at that point.
When you've made all of your points, close sale. Ask me to join. You can do this subtly by "transferring ownership." For example, you can begin referring to "my membership" instead of "a membership." You could say, "Click here to activate your membership," for example.
Sure, you can have links to your "Less Wanted Responses." Let's say your "Less Wanted Responses" include buying a product or signing up to your newsletter. Put those links off to side where they are visible, but don't give them same weight or same importance and your MWR -- taking out a membership.
Design your site this way, and you are certain to see a generous increase in your MWR. Publishing an ezine or newsletter? The same thing applies. Decide on your MWR and guide your subscribers to it.
June Campbell, "How-to" Booklets, Guides, Templates, & eBooks -Business proposals -Business plans, -Joint Venture Contracts... More! Visit to Claim Your FREE GIFT! (http://www.nightcats.com)