- Clear - easy to understand—define exactly what you are selling
- Compelling - riveting, cannot put it down, story-telling at its best—makes you want to find out more or buy the product—“This is exactly what I’ve been looking for to solve my problem!”
- Credible - believable, no dropped threads or loose ends, answers all questions, eliminates doubt and concern about spending money.
Clarity is obvious. If you are selling a vacation resort, then that is what you are writing about in the first few lines. But what you also need to indicate about the resort is WHY this resort is so wonderful. Maybe it has a special charm that invites newlyweds to come spend their honeymoons there. In other words, find out all the wonderful benefits about going to this resort, and focus on them in the first few lines.
