Pitching your product in a social setting

This advice is doubly true for the first words a potential user/customer sees on your homepage.

From there, you can get to this piece, which it recommends as a related article: http://jasonstrachan.com/clients/simpleinvoices/

In essence, this piece suggests you pitch the problem and then only mention your solution once people are interested. Unfortunately, no real examples are given. So I am having trouble wrapping my head around the idea. Any thoughts? Anyone?