Be Clear. Talk directly to your audience. Put them first. Use their terminology. Address their specific challenges. Tie your product to their industry. Don’t speak in generalities.
Be Concise. Don’t overstay your welcome. Make your point and move on.
Be Consistent. Stick to your brand position. Use the same tone. Don’t be afraid to repeat a critical point.
Be About Benefits. Don’t get caught up in all the specs and details – at least not at first. Start with how your product or service can help your customer.
Be Enticing. Give them an offer they care about. Don’t be general with “Learn More” or “See Our Website”. Rather, try “For 5 Ways To Do ‘X’ Better” or promote a special offer.