Not only do they try to sell all of the features, when they do attempt to emphasize certain features, they tend to pick the wrong ones. Product developers will place the most difficult to achieve function at the top of the list. The consumer, on the other hand, will be more impressed with the function that makes the biggest improvement in their job performance. These two functions are seldom the same in my experience. We live in a world of increasing transparency where consumers often have as much information as sellers.
Customers simply have more power.
If the customer is the least bit suspicious of your pitch, he or she can do some more research and find someone presenting the other point of view. This is not a problem for honest marketers who have nothing to hide. But even the honest marketers struggle with the idea that their competitors can see whatever they put up on the Web. The solution to this is to ask folks to register before accessing the more sensitive information. Don t ask for more than their e-mail address, company name, title, and phone.