Ultra-specific – Do the qualification in your first sentence or frame Useful – Be useful to the reader, provide new information Unique – Convey the idea that the main benefit is somehow unique Urgent – Provide a sense of urgency so they can act now

@IstvanicMarin > if it's not specific, they won't know it's meant for them > If it's not useful, they won't read further > If it's not unique, they'll only sneer at it. > If it's not urgent, they won't find a reason to click through. Meaning? Add everything!