Market research focus groups are comprised of regular folks like you and me. The goal is to get a group of these everyday people in a room and expose them to a new product. After they read the information and test or taste the product, they are asked to give their honest opinion. For this meeting any information you provide is critical.
The material should be written so that it clearly explains the product in a clear and precise manner. It should also engage the participants. But don't go overboard. Adding too much of a sales pitch might backfire, and some focus group members could view the product and/or company as phony, which could result in negative opinions.