Most {Product category} release {Bad Thing or Disadvantage of Using a Competitor's Product}. This one literally {Dramatize unexpected benefit of using your product}
Before
After
1. Show why using your competitor's product is a bad idea⇝ “Most paints release pollutants during the drying process”
2. Introduce the #1 unexpected benefit of using your product ⇝ “This one literally eats pollutants and purifies indoor spaces.”
