What is the one subject that your target audience is most interested in?
Themselves!
Thus you need to be communicating from their perspective, not yours. What "message" impacts sales of your products or services more than anything else? Is is Price, Features, Benefits? It's the latter, whether they are real or perceived benefits, they are the points that need to be communicated to answer the question - What's in it for me to become (or stay) your customer?
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