>What is the biggest benefit for the above? >What is the biggest problem we solve? >What is our USP? (unique selling position?) >Why should they be interested in the above? >Why should they believe me? >Prove what I’m claiming is true >Create a bulleted list of benefits for the above >Create scarcity >Tell them how to order >Warn them what will happen if they don’t take action >Motivate to take action now.