You would think that goes without saying, but I see so many case of companies that use marketing programs to sell a product, without telling me why I should buy said product!
(SURPRISE QUIZ: Does your web site home page talk about how long the company has been in business, where it's located, and what it does? I don't care! Tell me why you matter to me!)
Case in point: I was at Shell getting gas and a car wash yesterday. I went in to pay and the cashier asked if I wanted to upgrade the basic wash to a deluxe wash. Somewhat impressed by the attempt at an up-sell, I played along...
Cashier: "Would you like the tri-colour deluxe wash for an extra $2?"
Me: "No thank you."
Cashier: "It's a small price to pay for a better wash." (getting there...)
Me: "Why is it better?"
Cashier: "It's a 'tri-colour' wash."
Me: "What does the 'tri-colour' do?"
Cashier: "I'm not sure. But it's three colours."
I passed on the upgrade.
With the signage on the counter and the (failed) attempt by the cashier, it was obviously a deliberate marketing campaign that the store and/or company was running. But the most important factor was missing - the reason for buying!
Sell the benefits! Sell the benefits! Sell the benefits!