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Table of Contents
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18
Chapter 19

Chapter 10:
The Payoff Page

Computers are smart. When visitors arrive on the payoff page, make sure you take advantage of the fact that you know where they came from. Your payoff page should be designed to smoothly take whoever clicked on your banner from the themes and topics they were looking at previously to your communication message and your goals. Make it worth it to them that they clicked-provide something intriguing, something extra, something entertaining enough to prevent them from using the back arrow immediately.

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