It's not as much a formula as guidelines but,
This one's keyword is "automatic newsletter" which didn't make it very close to the front. The common objection is "But I don't have time."
This one doesn't really have a keyword in it, but the common objection would be "But my product isn't ready."
Sometimes I just do:
The what is "How to write with SEO in mind" and the why is "get more blog readers."
With this one, the second part could be both a "why" and a response to the objection of "But I don't have time."
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