Donald Miller challenges readers to be bolder and clearer with their calls to action. In a way, he is enacting his advice, because passive statements don’t challenge customers to actually buy anything:

[M]ake your call to action clear by asking customers a yes/no question. Statements like ‘If you’re interested, let me know’ do not prompt our customers to accept or reject our offer and instead send them off into a whirlwind of confusion. The chances of our customers going home, pouring a drink, and meditating on our vague offer are next to zero, so don’t expect to close many sales if you’re passive and confusing.