Hi,
You have few awesome answers already but I will try to chip in from a different perspective.
Before you go any further with your message and marketing , you need to find answers to the following questions:
What is your business model?
Who are your customers ( demographics ) and Who is/are your perfect clients/customers?
What is the purpose of your product/s?
What issues are you solving with your product/s?
How do I benefit from buying your product?
One off buying or repeat business?
What is the story behind the product?

Once you answer these questions fully and honestly, you can go to the next step as the message will be clearly visible to you.
<imagine..scenario> < problem> <I have a solution> < Hook>
E.G - Message - Imagine a day without pain!
Foot pain that won't go away? Imagine a day without frustration and pain! Our new and innovative solution will make your problems vanish. For only $19.95...
Sounds good?