Great copy creates a "gap" that only the product can fill. You do this by highlighting a specific pain point and then immediately offering the relief.
Advertising Secrets of the Written Word: The Ultimate Guide to Irresistible Copy Advertising secrets of the written word: the ul...
Copywriter Joseph Sugarman famously said the sole purpose of the first sentence is to get you to read the second. Great copy creates a "gap" that only the product can fill