When buying a product or service, people need certainty that they'll get what they pay for. Or better still, an outstanding service. Saying the right things in your content will help.

When writing content, save your most compelling benefit for the end to leave a lasting impression. But to keep your readers hooked, introduce the biggest benefit with just a hint of how it solves their issues. Resist going into detail and giving it all away yet. Think of it as a trailer for a new TV series – just enough to tempt.