Welcome “your people” with an easier opt-in. I’m a skipper now. I earned four American Sailing Association (ASA) certifications on my recent vacation floating on a 42-foot catamaran across  the Sea of Cortez, puffer fish hovering in the shallows below. I learned the ropes (aka sheets), how to anchor, and rescue a human overboard, which was actually a personal flotation device that got a little rowdy.  I love learning new things. That’s why I signed up for B-School, a program by Marie Forleo, to help me focus on the next chapter of my business. I took the six-week online course to gain clarity, purpose, and a plan. I ended up also gathering some very simple, implementable action items for myself and my clients. As a graphic designer who supports marketing directors and small business owners looking for branding, marketing strategy and content development, I expected to sharpen some skills, but the higher-value takeaways truly surprised me.  The first thing I will be doing— and recommending to all my clients — is to make a very small website change that will make a big difference. How big? 4400% big. Make joining your mailing list easy and obvious Apart from “Save X%” pop-ups