These three little words will trigger everything you need to remember about creating effective marketing communications.
Connect with your audience. What problem will you solve? What pain will you alleviate? What benefit will you offer? Be personal; be emotional; be direct; be compelling.
Inform them with what they need to know, and only what they need to know, to support the action decision you want them to take when you…
Ask them to take action.
No matter if you’re creating a three-line web ad or a white paper. Always, always, always use these three prompts to structure your communication. Forgetting any one of these, and especially the Ask, will doom your creation to the circular file in your reader’s mind.