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A problem with locus of attention

The number 1 search result for "ia institute email list" leads to a page where it appears you can sign-up to get added to the list.

What actually happens is you receive a rejection message in your email the next day.

Looking back at the page now I see a message about the list being for members only (in small grey block-capitals, 5 lines above the form).

Whats' gone wrong here?

This problem stems from an unawareness that people have what's known as a 'locus of attention'.

On a page where the call to action is staring you in the face you are not going to read the blurb above.

To fix this all they need to do is put "MEMBERS ONLY" next to the form. Oh and use Sentance case too.

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Uploaded on Jul 15, 2008

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www.thomasforsyth.co.uk

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Uploaded on Jul 15, 2008

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Uploaded on Jul 15, 2008

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www.thomasforsyth.co.uk

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Uploaded on Jul 15, 2008

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