1. Always present the benefit in the headline and the proposition within the first few sentences. This grabs the readers into wanting to know more about what’s in it for them and they will want to read more.
2. Give the readers something that is specific to the product, differentiating it from the competition. It makes your product or service stand out from every other product and gives the promise of uniquely solving the problem for the customer.
3. Your unique proposition must convince readers to switch to your product and be broad enough to target a large audience rather than a small specific audience.
Study some of the popular advertisements out on the market these days. Diagram out how many of these follow the three attributes rule. When you have seen enough of these, then you will be able to create your own using the same formula.
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