“At______________[your company name] we know you are the kind of people who want to be______________[aspirational identity. What kind of person do they want to become?]. In order to be that way, you need_____________________[As it relates to your product, what does your customer want?]. The problem is______________[What’s the physical problem holding them back?], which makes you feel______________[How is that problem making them feel?]. We believe______________________[Why is it just plain wrong that anybody should have to deal with that problem?]. We understand______________[Include an empathetic statement]. That’s why we______________[Demonstrate your competency to solve their problem]. Here’s how it works____________________________[What’s your three-step plan: step one, step two, step three]. So______________[Call them to action], so you can stop______________[What negative thing will happen or continue to happen if they don’t order?] and start____________________[What will their life look like if they do place an order?].”

Excerpt From: Donald Miller. “Marketing Made Simple.” Apple Books.