one option or two options but once you give your prospect a third option they get confused. This can kill your offer.   A marketing friend of mine from Canada, Don Campbell, teaches that confused minds always say, 'No.' It's true. People would rather not choose than have to go through the agony of making a complicated choice.   With that said, I do believe in giving two options when doing direct mail or on a website, Option A and Option B. Option A might be the 'basic package' while Option B might be the 'deluxe package.'   But when you're developing a print advertisement you should focus on the one action you want your prospect to do. Build your whole ad around the prospect doing that one action and nothing else.   Tell Them What You Want Them To Do...Exactly   People need to be taken by the hand and told exactly what to do. You must be clear and concise when giving instructions on what you want your prospect to do next.   Do you want them to...   Visit your store today?   Pick up the phone and call?   Click the order button?   Fax in their warranty now?   Email you within 24 hours to register?     Notice that each of these 'call-to-actions' starts with an action verb. Even though you might think its obvious what your prospect should do, you still need to tell them.   Then you need to tell them what will happen when they do respond. For instance, 'If you cal right now and order your free report, I will personally go down to the post office and send it to you via priority mail.'   When you add 'what happens next' the offer becomes clear and concise and leaves no confusion. Remember, confused minds always say, 'No!'   Know the Objective Of Your Offer   So far, we've just been talking about offers for a product or service but there are offers to get your prospect to do many things.