Then your letter should sell the benefit not the product. This seems like it is going to go around in circles your best bet would be to get a book about writing sales letters.

You don't sell cereal, you sell "lowering cholestorol" (cheerios)
You don't sell a candy bar, you sell "satisfaction" (snickers)
You don't sell shipping you sell "convenience" (UPS)


BTW, optimizing does not change a machine that is already bound by a resource which is what your last statement is talking about. Those are two different things, apples and oranges.