Julie Guest Direct Response Copywriter, Marketing Strategist, Best Selling Author

It Takes 12 Miles of Cotton To Make This Lands' End Shirt ...

State just the facts but make it extraordinary by telling a story.  Begin with your headline (12 miles), continue with the weave and yarn (you can't quite recall what the short makers call it but you're impressed).  Tell about just a few of the steps (not all 69), about the "super durable buttons" (only 62 in the whole world - you're also creating scarcity), and the 120 lock stitched buttonholes.  Tell your story with about 12 steps in all, plus the promise of a great price, a better than money back guarantee, a free catalog.  Throw in multiple calls to action.  Put the headline under the picture...sit back and watch the sales flood in.