One of the key nuggets that I got from the Website Clinic with Dean Jackson last week was the purpose of a website – get your visitors email address so that you can “engage” with them and start to build a relationship.
And it clicked for me today that you can *not* actually create a relationship with someone on your website.
The relationship doesn’t actually start until there is a little bit of “back and forth”… each party must give something to the other. You give some value in the form of a special report or a newsletter or such, and your visitor gives you their email address in exchange for the value. Voila! At that point the relationship has begun.