Here’s a fun way to pass the time. Start paying close attention to all the mail you receive, the ads you read, the TV spots you see and so on — and see how many actually tell the consumer what to do. A compelling offer or call to action is critical to marketing success, yet it’s amazing how many marketing messages are sent on their way without one. What do you want prospects to do? Don’t make them guess. Tell them. Better yet, pitch them an offer, so they have a reason to act. You’ll be shocked by the results.