I'm trying to write copy for my website and even offline marketing, but seem to keep getting lost when writing and going off track.
So, if I get some ideas to write for my landing page for an experiment, I end up writing a lot and then wondering if I'm hitting the message, targeting the right audience, leading them the way I would like to see them go, etc.
And even if I get those bits right, I might start writing for a page re an experiment and then end up feeling like I'm writing copy to interest from crowdfunders to invest in building a free app.
How do I keep on point?
I have cheat sheets and personas and styles.