We built a revolutionary spam filter product. It has 1) extreme reliability (no false positives) and 2) extreme simplicity (no setup nor maintenance). It is only for companies or website owners (need to own a domain name), not for end users.
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A "spam filter" is a system that discards junk email from good email. We do this at the company side (servers), not on people's computers. Reliability is most important value (never kill good mail). We'll likely go "100% reliable or money back", and use something bold like "want to join the revolution?" to emphasize.
Principal demographics: IT background, 25-50, take no risks.