Sales messages. logic (facts) (what’s the problem), Emotion (fears), urgency (what promises: calm dog, no stress, neighbors) (sales). Say “But (you have to do the work) downsides” – builds confidence. Persuasive – end with “now that you’ve solved that, here’s…” Supposed to be solved
proof
personal experience
the free solution… (keep looking online for help and getting conflicting advice) OR
quick, headache-free solution – product