First I ask
Who is your audience?
What problem are you trying to solve for them?
How are they trying to solve it now?
What keeps them from solving it?
What’s the risk if they don’t solve it?
Why should they care about you?
Then I Write
Like a human.
Putting myself in your customer’s shoes.
Asking people to do something.
Using words with fewer syllables.
About how your product or service makes people’s lives better.