One product, many ways to say it
The same item can be framed by the problem it solves, the situation it is used in, the proof behind it, or the person buying it. Most accounts do not fail for want of creative volume; they fail because ten pieces of creative all say the same thing.
Four dimensions, three angles each
Problem: the most painful, the most common, the most misunderstood. Situation: when it is used, what it is used with, what it replaces. Proof: data, comparison, real feedback. Audience: the beginner, the returning user, the person buying for someone else. Four by three is twelve.
Test the angle before the execution
The angle sets the ceiling; the execution sets the floor. Test all twelve angles in the cheapest possible form, find the two or three that get a response, then polish the picture and the copy on those. Doing it the other way round is expensive.
Record the angles that worked
A winning angle deserves to be written down with the product, the audience and the date it worked. When the next product launches, that record beats any amount of inspiration.