I have a client who wanted to drive prospective customers to his online store using a business-to-business postcard. Great idea, I thought, and cost effective.

He had a terrific product, a compelling offer, and a sound business model. He had just one problem. He wanted to make all website visitors register before they could browse his product catalog. Big mistake.

So I, along with his business partner, managed to talk him out of the idea. And he will be glad that we did.

That