Talk About All Your Software's Benefits

“Lead with your strongest selling point,” Mark Stevens tells us, “and stay focused on it.”
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