If you want your visitor to take a particular course of action, or learn a particular lesson, make sure it’s the last and first thing they read. 

Whenever we read a list, our brain subconsciously prioritizes the first and last items on it – often relegating the middle items to relative obscurity. If you’re trying to encourage your visitors to download an eBook, capitalize on this by using a bullet point list, and reinforcing your strongest benefits in first and last position.