Set the scene – show you really understand your customer’s problem - empathise, make a connection.

Sell hard – get them hooked – here is the irresistible solution to their problem they have been waiting for!!

Now make sure they stay on the hook with the strongest most compelling argument.

- Compelling Benefits – the amazing stuff it can do for them.

- Dramatic Difference – the WOW factor - they won’t get that anywhere else!

- The Reason to Believe – OK, this is not just hype – here is why it is believable.

Sum-up – now tie it all together – from their POV - “so you agree, this is the best thing since sliced bread”.

Now add some pictures, rough branding, design or anything else that will help convince your target audience.

 Structure for an idea board