Important Marketing Messages

I was watching Episode 13 of American Inventor and heard judge, Doug Hall, mention that every marketing message needs to answer 3 Questions:

• Why should I care?
• What's in it for me?
• Why should I believe you?

As an engineer, it's always a challenge for me to write good marketing copy. So I'm going to post these up in large print above my desk and let them sink into my brain!