You'll want to speak to your readers needs, wants, desires, and fears.

You'll want to speak to your readers needs, wants, desires, and fears.

That's how you'll be able to get your message into your prospects' emotional level brain so that your customer will take action. Remember, all decisions are made on an emotional basis first and then justified by logic later.\And the best way to get to your prospects emotional brain is to speak of the benefits your customer receives by purchasing your product/service...not the features...but the
benefits.
As a reminder, BENEFITS are the RESULTS your customer will receive by doing business with you and features are the distinguishing characteristics of your product/service.
It's great that your product/service has distinguishing characteristics (features) that separate you from your competition, however, if you show your prospect the desiredRESULTS you can provide, then you're showing your customers the BENEFITS received by purchasing your products/services.