Customers are confused by multiple directions. They are confused by three articles in your newsletter and two million links. They can only choose one. By displaying the action you want them to take, you give them direction. Give them a next step so they can move ahead logically.
Eliminate distractions: Audit your meetings, Web sites, emails, brochures, letters, etc. Do you have distractions that take away the customer's attention? Put your distractions through the shredder. They ain't doing you a whole lotta good.
I can see that, especially with websites. I've been to quite a few that were so confusing I just left. Check out Sean's site and see if he follows his own advice.