The main pain point for your target market. Why is your business of value to them? How do you help?
A benefit statement maybe - what is in it for your target customer? Why should they care about engaging with your business?
A 2nd benefit statement or another message
More punchy, persuasive text - a testimonial perhaps
This is the 'money shot'! Be very clear on what you want the viewer to do and how you want them to get in touch - phone, email, order, subscribe.