Critical Thinking: What Is It Good For? (In Fact, What Is It?)

Dave Johnson of Working Software was a direct mail marketing expert. He once explained to me that the reason advertisements coomonly say "BUY NOW! DON'T DELAY!" is that it results in significantly greater sales.

It's known as a "Call To Action". Without such a call to action, many people will not know what to do after reading a direct mail offer letter.