List your strongest and key points. You must focus the reader. Use their needs, wants, desires, fears, weaknesses, concerns, and even fantasies to sell your product or service. Tell them something they know already. If they got that far, there's blood flowing already.
People are busy creatures.
If you lose their interest, you neither sell nor profit. Fear of being scammed or ripped-off. You would be surprised to know that many copywriters unknowingly contradict themselves leaving the reader suspicious, thus destroying your credibility with them. Your product should sound like the cream of the crop. Fear is both a weakness and strength, but also a powerful selling tool.