For example, you may be selling a SaaS accounting tool, but the big message is: "Peace. Of. Mind." So explain here in clear and simple words what your product does and for whom it does it. And clarify the big claim you made in the headline.
Because you want to generate empathy. So write from the consumers perspective. Avoid jargon. Write with your ears, use the same language your target audience uses. And position your product as the solution to the problem.
The ONE BIG REASON to buy your product. Be specific and convince the reader why your product delivers the promised benefit. This should be an emotional benefit like, "how does this product make me feel or look?".
"Place here a real testimonial from one of your favorite clients."
- Client name, CEO at Company Name
And also prove them in some way that your product does what you say it does. This benefit is not as big as your number ONE benefit, but it is reason enough to persuade the reader to buy your product. This should be a functional and specific benefit. Like, "saves you $1,040/year", "Saves You 10 Hours a Week", "Lose 40 Pounds in 30 Days", "Learn how to code in 12 weeks." These are just examples, but you get the point.
"Place here another real testimonial from one of your favorite clients!"
- Client name, Chief Marketing Officer at Company Name
This should be a benefit to the consumer based on a product feature or a physical characteristic that makes your product special. Highlight specifics facts, special features or anything the reader needs to know to make a decision. Remember this: In 2001, when Steve Jobs introduced the first iPod to the World, he didn't pull it out of his jeans pocket and say, "The iPod. A 5GB MP3 player". He said, "The iPod. 1,000 songs in your pocket."
"Place here another real testimonial from one of your favorite clients!"
- Client name, Lead Developer at Company Name
Remind the reader what's in it for them if they buy your product.
Tell The Reader What To Do Now