If you want to write powerful and effective marketing messages, the most critical rule you need to follow is to make an all-out effort to intrigue your reader from the very start. If you don’t do it right from the beginning, then you’ll never do it because people quickly move on to other more interesting or pressing matters. Make your value proposition and “ask” clear and specific. It should never be an afterthought, tacked onto the end of your message. It is actually to sole reason you are writing. Leave no doubt about what action needs to be taken. Reinforce that ask several times during the message and draw it into a beneficial and immediate call to action.