Firstly you need to consider your target market - who are the people you want to 'talk' to?
This should influence the tone i.e. you approach a professional looking to buy a product for their business in a totally different way to a mother buying an xmas pressie for their child.
Once you've worked out who you're talking to, you need to work out what they will be looking for from the product or service you're selling them i.e. someone buying for business may be less bothered about price but more bothered about delivery and quality.
Work out that the benefits of your product/service are and focus on those. Try to tell people why they need the product, instead of how great it is etc.
There's loads of advice out there but remember it needs to be compelling, straightforward and easy to understand.


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