Don't get them boring so avoid lengthy paragraph so every word they read could give them excitement. So before creating your piece make sure that you are writing for them and not for yourself.
Why they should take action and clicking on your ad, resource box, etc.
What's in it for them?
The purpose of your piece is to make them come to your ad or resource box right? So better build a good structure so in the end you can make them signup for your Newsletter!
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