You're selling one product
But that product is composed of two parts
1. The physical product:
What they get in their hands
2. The functional product
What the product does for your prospect
It's very important you know that selling only one of them is a trap
Belief depends upon structure
Desires depends upon promise
Belief, in that promise, depends upon the amount of preparation that promise has been given before your reader is asked to accept it
Stop talking about you. About your product. Abour your brand
It's boring
You'll never bore anyone into buying
Attract them. Talk only about them. Know about their deepest desires
Your brand is valuable to you
For them, you're just the bridge to their desired outcome