This makes sense when there is, in fact, a story to tell. Depending on the item, I think that the story can be simplified by concentrating on the BENEFITS of th

This makes sense when there is, in fact, a story to tell. Depending on the item, I think that the story can be simplified by concentrating on the BENEFITS of the item. For example this is the description of a watch for sale in a daily deal I just received on email: Lancaster XXXX Quartz movement Case diameter: 43mm Mineral crystal protects watch Stainless-steel case; black dial Water-resistant to 165 feet (50 M) Rewrite, with story: When you hit the street, do it with style and confidence. The Lancaster XXXX features a big face, steel case (unapologetic rhyme there), and a quartz movement that is more reliable than your cell phone service! Oh yeah, and if that unassuming pothole is deeper than you thought, this watch will survive a dip in the water. So you get the general idea, there is a story in the benefits. After all, how many people buying a $10 watch really care or know what a quartz movement or mineral crystal are?