🧁 What is the problem you want to help overcome? OR What is the opportunity you want to help overcome.
🧁 Why? What do you want someone to do as a result of reading your guide? (informs the CTA).
🧁 How painful is the pain? OR How big is the opportunity? (use research to inform).
🧁 Why now?
🧁 What is the cost of doing nothing?
🧁 What is the first simple step to tacking the problem/opportunity?
🧁 What are the next X logical steps that get you to the first milestone? And what is that milestone?
🧁 What is the benefit/impact of hitting that milestone?
🧁 How do you help? What are your products/services? What are your credentials?
🧁 Why you? What’s your value proposition? What differentiates you?
🧁 Can you prove it? (think case studies, testimonials, stats, white papers, analyst endorsements…)
🧁 What are the ‘no go’ areas? What do we avoid talking about? And why?