Headline. A unique, attention-getting headline that makes a big promise.
A Message That Focuses on Your Customer. A one-on-one conversation with your prospect. You reach the reader with a story, a testimonial, or getting the reader to picture his or her life with your product or service.
Scannable Format. People are really busy, and they don't want to read everything that's put in front of them. You have to give the reader a look at what's in there and why he or she should read it now.
Call to Action. Your goal is to convert your prospect into a paying customer, right? So you surely want to urge your customer to take action - buy a product, sign up for a membership, download an ebook, get your free newsletter ... depends on your goal.