• Write a detailed description of your company persona. If you are the brand, then take the time to detail how you would like to be seen. What are the  ethics, objectives and beliefs of your company? What image do you wish to have? What emotions do you want to be associated with?

• Create an elevator pitch.

If someone were to ask what your company, product or service was about, how would you reply in under 30 seconds?

Make sure that it summarizes the key benefits, emotional drivers and speaks directly to your target audience. Also try to ensure it captures the essence of why you are unique.

For example, FusionHQ’s elevator pitch is:

‘We provide a simple-to-use solution, and easy-to-follow training, for people wishing to create financial freedom online. We also enable  ffline businesses to expand easily and take full advantage of the internet to generate more customers and more sales per customer.’

• Write a basic outline for your sales copy.

We will discuss how to improve on this and write excellent copy later. However, for now it is important to have an idea how you will sell your idea. Draft  it out on paper or on a computer, whichever you prefer.

Include ideas for headline, write some bullet points and highlight the key features, benefits and cost.

Look through this sales letter and look for features, benefits or angles that you could add to your product that would help it sell even better. These will help you in your product design and save a lot of time, or make a lot of money, later on.