If you want to create great marketing, you must find the story you believe will interest your reader, and tell it in the most compelling way possible. Everything else is secondary.

I found this quote attributed to someone named Bill from Agora on another dip into one of my well organized notes apps.

To which I added:
It’s the hero’s journey. And you are not the hero — your reader is.

Or, as I believe the Buddhists say: kill your ego.