In order to successfully capture the attention of your target audience and motivate action, consider these three basic fundamentals into your message to lay out your foundation:
ENVIRONMENT
Determine which communications vehicle your audience will receive your message, and what other complementary messages they will see before, during and after.
KEY POINT
Develop your main message. If there is one idea you want your audience to take away from your writing, what would it be?
PROOF
Provide evidence and support of your main message so it’s not just fluff and bluff. Show your scientific claims, customer testimonials… anything you can whip out before your audience crosses their arms and says, “Prove it.”
As you write your message, also make sure your writing includes:
Evidence of transparency
Functional specifics
Irresistible benefits
“Reward” for their investment
Expected visible results
Unique selling proposition, including signature/trademark ingredients
Price-point justification (on a case-by-case basis)
Promises and guarantees