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.