Journalists call it the '5 W's and H,' the Who, What, When, Where, Why and How to describe whatever information you are sharing. Rudyard Kipling made it easy for us to remember in his poem "The Elephant's Child."
I keep six honest serving-men
(They taught me all I knew);
Their names are What and Why and When
And How and Where and Who.
By answering these questions while crafting any marketing message, you can feel secure you are covering everything your message should convey. If not, you may be missing some important, key information, making your message incomplete.
I like to add one more 'W' to the basic '5 W's' I answer as well...
Adding the answer to the 'WOW' in your marketing message will help you grab a reader's attention, and help whatever message you're conveying stand out among the sea of messages that people are overwhelmed with day in and day out. And it will give it that punch you need to draw them in...wanting more.
Make sure every one of your messages answers the '5 W's & 1 H' and my 6th 'W' and you can be sure your message is the most effective, interesting, and informative it can be.