It’s about the prospects. It’s about your existing customers. It’s about your offer. It’s about the headline. It’s about calls-to-actions. It’s about persuasion. It’s about the sale. Speak directly to your audience with a message that speaks directly to their wants, needs, desires, pains, and/or challenges. Entice them to take instant action, whether signing up for a newsletter, downloading an e-book, or scheduling a discovery call.