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Want to know one of the key secrets of writing for the internet? Whatever you are ‘selling', even if it is a free newsletter, make it easy. If you want to get a decent conversion rate, you need to make it really simple for people to complete the task (this means that the process shouldn't require long explanations or lines of small print). If you find it hard to write the copy in a very simple way, then maybe the process itself is just too complicated.
If the process takes five clicks, see if you can rebuild it so that it takes just three, if it takes three, maybe you can do it in two, and so on. Once you have simplified the process, make you copy very clear, very simple...and make it sell.