Stevens is the author of the book “Your Marketing Sucks.” He urges us to not clutter or dilute our sales message with secondary benefits. Less is more, Stevens believes.
I don’t agree.
People aren’t two-dimensional cardboard figures who can only keep one thought in their mind. And prospects come in a huge variety of flavors, with different needs and desires.
I think you have to paint a complex canvas of a better life, with your prospect clearly painted into the picture. Get your prospect to think of herself as a user of your application, and make her understand how your software will make her life more safe and secure, simpler, more productive, more competitive, or whatever benefits your software offers.
– by Al Harberg, the Software Marketing Blog guy