To sell a product you first have to sell the idea.

Why does this product exist? What does this product offer me in my life?

Secondly you explain how it works, and its features.

Thirdly you say what it is. This is the product.

Why How What
The reason for why the last one is last, is because once you involve business with people, they are harder to reach. Often times it doesn't matter how the investment is going as long as the person regularly lets the investors in on the progress, and the overall likability of the invested. Thus, what people believe in< and not the money, is what matters.

The how part is to explain why they need it.

Now let's remove the last part. What you're left with is Why) people believe in your product How) You give them a reason to get the product.

Doesn't the above sounds amazing?

Don't think this is successful? Look at this video

He first talks about why he's selling the product.

Then he talks about the features that his product has. These amaze the audience, because they already like the product, even though they know little about it.

When it comes to the phone, he tries to go to the how part as much as possible. He doesn't say "This is the Iphone, it does what I've talked about, and it costs $100"