Do you remember how you were told at school to take notes from a book? Maybe it was like this. Go through the contents and index, then through the book chapter by chapter. At the start of each chapter, scan for the main ideas in that chapter and note them. Say there are ten chapters, you've got ten key ideas, without reading all the book. You could then go into more detail, of course, but you needn't with your product.

1 Bullet points. You want to use bullet points in your copy to list the product's benefits and its features. Think back to school. If it's a text product, then go through the chapters or sections and take out the key idea for each. If it's another type of product, then list the key ideas from what you know about it. There are your bullet points.

2 Benefits. People want to know what's in it for them if they buy the product. They want to be able to do something as fast as possible or learn something about how to carry on their business better, especially in increasing profits. So frame the bullet points as How-to in each case. You might have bullets like: "How to get 1000 backlinks to your site in 3 days" or "How to create a website in one day". The bullets tell about usable and informative contents or qualities of a product.

3 Lay it out. By doing this you lay out the entire product for the customer in brief form. Your copy may give some extra information for some of them but the bullets give the structure and essence of what the customer will get in an easy to read format. Not only is it easy to read but it's also persuasive in that you can see, in fact, what the product is about and how it will help you.