Target Your Audience:
Don't talk to everyone, or you'll end up talking to no one. Pick your target audience and adapt your message to them.  In our case, it is a small to medium-sized business owner who is targeting a local market.

What to Say:
Ask yourself: Who are you?  What makes you special?  What are you best at?  Then ask yourself: Why is that important?  How does that make your target customer feel?  Answering this question will give you your connection. In our case, we are special because we care to educate and have the credentials to prove it.  We engage our audience, educate them, boil the internet down to nuts and bolts, and show them the possibilities of their own success.  This makes our potential customer excited about our product and committed to their cause.

How to Say It:
What is your brands personality? How do  you deliver your message?  How do you make it compelling, exciting and unforgettable?  How do you do this?  You need a device.  A catchy phrase, a visual device, a piece of music.  This has to be absolutely consistent with the brand being created.  In our case, helping people become more successful in their business is uplifting and exciting.  Therefore our music for example has to match that uplifting and empowering feeling.

Delivering the Offer:
What is the offer?  You need to have a call to action.  You need to motivate people to act.  Therefore the offer has to include an" irresistible value proposition"  Make sure to place a value on whatever you offer.  If you offer a free consultation, tell the audience how long the consultation is.   This builds value.  If you offer a monetary deal, make sure the audience knows the original cost.  How about this:

"Call now for more information" can be improved to:
"Call now for a free consultation" can be improved to:
"Call now for a free 30 minute consultation" can be improved to:
"Call now for a free 30 minute consultation - $100 Value"

In our case: "Call Now for a Free 60 Minute Consultation - $100 Value"

Brand The Call To Action
Remember this: "15 minutes can save you 15% or more on car insurance" - who am I talking about? . . . That my point.

In our case, much of our new marketing material adorns: "Come Grow With Us "