Describe your product in terms of what it does not in terms of what it is.
Information about the package is as important as the package itself.
Our milk chocolate is very chocolaty. In fact, we don't call it milk chocolate - we call it milky chocolate.
When you first meet an investor, you've got to be able to say in one compelling sentence - that you should practice like crazy - what your product does, so that the investor that you are talking to can immediately picture the product in their own mind.
Writers aren't in competition with one another. It isn't a zero sum game. If you have a good book, a good cover, a good product description, and a low price, you can sell well.
A product name has to be specific. You know that Tasty Soup is tasty - that Hot Chips will burn off the roof of your mouth.
If you care about your product, you should care just as much about how you describe it.
Put no more than three messages on a lemonade stand. You have to describe what your product is, why it's the best, and how much it is. Don't be drawing turtles and flowers and footballs all over it, distracting people. Keep it clean.
