Read the full cheat sheet first. Don't skip ahead. The whole thing takes about five minutes and each part builds on the last.
Once you've read it, think about your business and reach back into conversations you've had with past customers. What have they said, usually in an off-hand way, that pointed to their deeper reason for buying.
You only have three choices. One is about how others see them. One is about staying in control of how things go. One is about knowing everything will be okay. Your buyer is running on one of those right now, before they ever read your words.
If you genuinely can't pick one yet, don't overthink it. Apply the framework to one thing. One ad. One email. One subject line. Pick the thing that's been underperforming and run it there first.