Describe your product for me. What does it do? What does it do it better than other similar products? How does it sit within your range of products? Give me the details of the product so that I know exactly what I'm buying. Focus these details on me - will they mean I can save time? Money? Is it a luxury that I'm treating myself to? If so, make sure to tell me how much I’ll benefit from it, how great I'll feel, and how much I'll enjoy it.