1. Offer Insights that Agree with Your Reader to Establish the Premise, Context or “What”

Show your reader that you understand and sympathize with their problem. The goal is to get your reader nodding their head in agreement.

Star with commonly held beliefs and unique understandings relevant to your reader

“You probably think”

“You might feel”

“You believe”

“It looks like you”

Describe existing attributes and characteristics that are already true.

Describe what the reader’s problem feels or looks like to them. (Analogies and Metaphors trigger new, visual ways of thinking

2. Promise Tangible Benefits and Describe “How” the Reader Gets to a Better World

Give the reader a peek into a better world and talk about tangible benefits that they may or may not receive. Answer questions like, “What do you get?” Additionally, explain how your approach to the problem is uniquely different from the competition

Enumerate exactly which tangible benefits they will realize. These could be:

Functional benefits: e.g. “Single CTAs improve conversion rates by 30%.”

Emotional benefits: e.g. “You’ll feel more ‘at-ease’ knowing your blog is optimized.”

Societal benefits: e.g. “Everyone wins when they get to contribute to a conversation.”

Remember that brand and product benefits are not reader or user benefits. This is not about the success you or your product realizes, it’s about the success your reader or user realizes.

3. Help Your Reader Understand the “Why” with Proof by Listing Reasons to Believe

Tell the reader exactly what you have in store for them. Explaining exactly why your solution will deliver on the previously promised benefits and result in tangible outcomes. Each benefit should have a concordant RTB Answer: Why choose us? Why are we a match? Why should you read on?