01
Listen before writing
Collect the words customers use for their problem. Look at sales conversations, repeated questions, and the alternatives they already rely on.
02
Find the difference that matters
A feature can be different without being useful. Identify what changes for the customer, and which audience cares most about that change.
03
Write one clear argument
Name the audience, their situation, the outcome, and the reason to believe. Carry the same argument from the website into outreach and the sales conversation.
04
Test for understanding
Ask people to explain the offer back in their own words. Use confusion as a signal to edit. Keep a record of the messages that lead to better conversations.