I used to sneak into drive-in theaters and sporting events when I was a kid, usually in the fall, on a clear, cold, moonless night. Thick socks and AdidasĀ® Dragones so I could run faster than the police (who were more interested in scaring me than catching me), my breath steaming as I giggled with exhilaration after the run, my heart pounding as I searched for yet another way in. It was a prank and the thrill was in testing myself to see if I could figure out a way in that nobody else had already thought of.

In other words, the thrill was in figuring out how to avoid the barriers to entry.

Let's flash forward to the here and now. Visitors are coming to your website and they are brows-ing your marketing material. Are you presenting them with barriers to entry?

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