I recently came across the following quote, which beautifully illustrates the importance of knowing your ideal customer and how best to “hook” them in:
Personally I am very fond of strawberries and cream, but I have found that for some strange reason, fish prefer worms. So when I went fishing, I didn’t think about what I wanted. I thought about what they wanted. I didn’t bait the hook with strawberries and cream. Rather, I dangled a worm or grasshopper in front of the fish and said: “Wouldn’t you like to have that?”
Keep your bait both interesting and relevant to your target audience, appealing to their specific needs and wants. Make it irresistible. Your audience should be left in no doubt as to how or why their life would be so much better if they buy.