It's true. Your {state what you’re selling} is made from {little known (BUT weird/fun/interesting/shocking)product fact that makes your product remarkable}
Before
After
1. Attention grabber ⇝ “It’s true.” 2. Clarify what you’re selling ⇝ “your pair of Lane Eight shoes”
3. State specific proof point that shows why your product is remarkable⇝ “is made from 11 recycled plastic bottles.”
