| Move 1 | Headlines/Attracting readers’ attention |
| Move 2 | Targeting the market |
| Move 3 | Justifying the product or service |
| Move 4 | Detailing the product or service |
| Move 5 | Establishing credentials |
| Move 6 | Celebrity or typical user endorsement |
| Move 7 | Offering incentives |
| Move 8 | Using pressure tactics |
| Move 9 | Soliciting responses |