Have you looked at your website and promotional materials and instead of thinking how great they look taken a look to see how easy it is for people to take the next step? How do you respond to other businesses if they ask you to sign up for something? People are busy, and like you, if there is a second step they are might go through it, if there is a third you might as well forget getting leads or customers.
If you ask someone to fill out an opt-in form it needs to be on one page, if you ask them to follow you on Facebook you need to include the link. Make it practically brainless for people to do what you want them to do and the results will be amazing. Make sure to read the article written by Passive Panda detailing why you need to make it easy for people to find you.