A good product statement should be efficient and persuasive, with an organic feel, an authoritative presence, and an entertaining component.
Done properly, It is the most cost-effective sales tools one can use.
I am used to doing 35-50 product listings a day, focused and with humor. Please check out the "Quick Ones to Get Through the Day", available for viewing as a .PDF form in my Freelancers portfolio, as an example of some of my more humorous, memorable, and successful listings.
Ideally, each listing will "stoke the market fire", delve into customer needs, and bring your solutions into a more vivid light.