Attention — Open a curiosity loop with an interesting fact, story, or statement.
- Lead — The big problem and agitating that problem. Paint a picture of that perspective.
- Body — How to overcome the problem and the benefits, or “why,” associated with those benefits.
- Conclusion — Wrap it up and leave with value. Recap what they learned.
- CTA — Tell them what to do next. Be clear, concise, and authentic.