1. Know your readers well and focus on what’s in it for them (benefits)
2. Always convey an idea central to the unique selling points of your product of service.
3. Your idea must be relevant to your readers’ needs
4. Respect your readers. Always be positive and avoid the use of sarcasm, negative sell or words that talk down on people
5. Be an inspiration to your readers. Because in doing so, they are more motivated to respond to your call for action.