Pronouns like You, Me, I, He, She, Him, They. We talked about this last time. If you can provide it, you've got a benefit. Now use your Text to expand on that benefit. Everything else, features, quality, etc., is secondary.
Benefits are Primary.
You know what Bullets are. They're those big dots that go in front of Key points. Like on my site, BizMeUp . People like Bullets. It's where the eyes tend to stray, because they stand out so much.