Briefly describe how your product or service solves your customer’s problem. This is where you can describe what it is.

For example, if you sell an online course, this is where you could describe what the course is about. Are your customers going to learn how to hold their breath for three minutes? Who are the instructors?

This is not a place for you to put pricing or what’s included in their purchase or subscription. That comes later. Think of an iPhone: it’s a phone with a fancy camera. This section is to talk about the fancy camera and features. You’ll get to reveal the price and what’s in the box later. Not here.