Steal this template:
Here's the exact structure you can swipe for any product.
Hook: "What is the [#1 / most common / biggest] [thing] in [category]? I'll give you a hint, it's not [what people assume]."
Reveal the truth: Show the real answer with a visual or stat that shocks.
Educate on the shift: Explain how the category went from good to bad (origin story of the problem).
Point the finger at the industry: Not one brand. The whole category.
Introduce your product as the fix: "So we asked, what if we did it the old way / the right way / without X?"
Prove it tastes / works / feels great anyway.
CTA with discount.
Examples of how to plug this in:
Steal this template:
Hook: "This is why we started our own [category] company."
Show the hard truth: "What you're looking at is [product] made with [unusual choice]. You won't find this anywhere else, and there's a reason for that."
Admit the cost: "[Product] like this costs a lot more to make / is harder to scale / takes longer to produce. Which is why most big brands won't touch it."
Flip it into the mission: "So why did we build our company around it? Because [audience] deserves a brand that puts [real value] above everything else."
Stack the "no's": "No [common shortcut]. No [common filler]. Just [what you actually do]."
Reframe the difficulty as the point: "We accepted the challenge of doing it the hard way, because up until now you've been stuck with options that compromise."
CTA with discount.
Examples of how to plug this in:
Steal this template: