Inaction is always easier for the prospect. It's called the inertia factor and it can be fatal to your business. This mistake is easily preventable by knowing your audience. The wrong appeal simply won't work. This should seem obvious to anyone who's prepared to spend hard-earned cash on a classified ad, but I see it all the time.
Some ads have no apparent appeal at all, they just take response for granted.
You may get a trickle of replies this way, but higher levels of response can only be obtained by utilizing intelligent marketing strategies. You can only do that with a strong appeal that is interesting, inviting and appealing to your target audience. The key is to know your market and how your product or service represents the ultimate solution. Nothing can take the place of uniqueness in terms of what you offer in the marketplace. If what you have to offer can be found through any number of alternate sources, and this is common knowledge to your audience, than whatever you offer has no original advantage.