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Tell them their problem

• Identify the Issue: Clearly state the problem that your product or service is designed to solve. This should be a challenge or pain point that your target audience experiences.
• Relate to the Audience: Make the problem relatable. Use examples or scenarios that your potential customers are likely facing.

Make the problem hurt

• Amplify the Pain Points: Elaborate on the consequences of not addressing the problem. Highlight the negative impact it has on your audience's life or business.
• Create Urgency: Stress the importance of solving this problem promptly to avoid further complications or losses.

Tell them there’s a solution

• Introduce Your Solution: Present your product or service as the answer to the problem. This should be a smooth transition from illustrating the problem to offering a way out.
• Build Hope and Relief: Emphasize that a solution exists and that relief from their pain point is attainable.

Show them the solution

• Detail the Solution: Describe how your product or service works and why it's effective. Provide enough detail to make it clear and understandable.
• Demonstrate Benefits: Focus on how your solution specifically addresses the pain points mentioned earlier.

Tell them what’s included

• List Features and Offerings: Clearly outline what the customer will receive. Include product features, services, support, and any extras.
• Highlight Value: Explain the value of each feature and how it contributes to solving their problem or improving their situation.

Tell them how much it costs

• Pricing Information: Present the price of your product or service. Be transparent and straightforward about pricing and any recurring fees or subscriptions.
• Justify the Cost: Explain why it's worth the investment, possibly comparing it to the cost of not solving the problem or to competing solutions.

Give them a guarantee