You want your users to do something, buy things, beg you to work for them, learn how they too can achieve inner peace. So how do you get them to do what you want? Try getting out of the way.
In this excerpt from O'Reilly's Web Design in a Nutshell, 3rd Edition, ALA's production editor would like to take you aside for a little chat about the birds and the bees. Or maybe about Ajax.