The Idea

If your sales headlines and descriptions are confusing, it will be easy for customers to say “no” just because they don’t connect with the message. For sales to work, customers need to feel like your product serves one of their pain points and trust you enough to give their money to try it out.

Be clear, describe the pain points and propose the solution. If you can do this in a sentence, it’ll be much easier to describe your product to people in person, online or in print. It will also make it easier for your customers to explain what your products do to their friends.


It doesn’t have to be so rigid, but here’s a good starting point for how this should look:
“Our product solves the problem of ___________ by _____________”


  • Ease: Doable
  • Cost: Free
  • Scope: High
  • Speed: Normal

  • Reach: Global