If you were your ideal reader, why would you buy? And which hassle would you like to avoid?

What does he dream about achieving? What would he love to have?

consistency principle.

Each bullet point should highlight a benefit you provide or a problem you avoid.

nobody is interested in your company and your products. People are interested in themselves.

also have to anticipate their objections and overcome them one by one.

What is he (or she) reading? What social media platforms does he use? What are his favorite websites?

You may think details aren’t interesting. You might be inclined to leave them out, but facts and details sell.

newsletter you can share tips to build your authority, and you can let your personality shine