• Tell your customer’s story

People remember stories.

Use the classic story model:

• The hero → The user
• The villain → Their problem
• Setup → Conflict → Resolution

Your story? Helping the hero slay the villain.

• Keep it short and concise

Leave out unneeded details.

Know your audience and their goals.

Answer domain specific questions at the end.

Tip: Add an FAQ part at the end.

• Use visuals

People prefer pictures.

Pictures convey more than text.

Assume no one wants to read.

• Use analogies

Analogies break down hard concepts. Use them often.

• (Bonus) Address F.U.D. early

Point out any fear, uncertainty, and doubt.