Audience
Who specifically needs your offer? Describe their situation, not just their age or location.
Problem
What are they trying to accomplish? What makes that difficult today?
Promise
What can you reasonably help them do? Avoid promises you cannot support.
Difference
What is meaningfully different about your approach? List the evidence.
Message
Write: We help [audience] do [task] through [approach], supported by [proof].
Boundaries
Write what you do not offer and which claims need verification.
Worked example / note
Fictional example: Aster helps people setting up small homes choose simple everyday essentials through a focused collection and clear product information.