Crafting a message that will make the target take the desired action is a fine art. Once you have defined your audience and found what they have in common, know what will move them. Put yourself in the target’s shoes and ask, “What’s in it for me?” That is the question that every communication must answer for the reader in one way or another. Usually, the reader of any communication is asking him or herself, “Will this make me smarter/stronger/richer/sexier/more important?” If the answer doesn’t seem obvious, the target loses interest.
About copy…The target will be less interested in the details than in what the product, service, or information can do for him or her. Come to the point—the main thing the target wants to know—right away. Find what will appeal to the target’s emotions and go straight to it. Skip the little stuff.