Invite them into the future. What would it look like if they worked with you? What does success look like? Tap into emotions here.
Write to ONE person – Say their name out loud. Picture them. Tip: create an avatar and find a picture on Unsplash or use a clients picture. Have this picture out when writing copy.
Clarity – be clear, not clever. People need to understand what you’re saying. Help people hear you before they hire you. Don’t write a big word or sentence when a short one will do.
Insightful vs Informational – Is it Insightful instead of simply informational. Will it give your readers an ah-ha moment that will instill lasting change? For example, can you apply it to specific situations they experience? Can you create acronyms or visuals that will make it stick. How about analogies. What will bring about that ah-ha moment?