Did you ever sit through a vacuum cleaner demo? At the end of the explanation of all the bells and whistles, they begin to fill out the sales contract to close the sale. There it is sitting in front of you. The salesman has been so patient and kind, you just hate to turn them down. They even offer you a special price if you are willing to act right now. Your Newsletter has to close the sale in a similar way. Without realizing it, the reader must see urgency to respond and navigate to your website to act on an offer. Once there, you will have opportunity to sell the impulse buyer one or more of your offerings.