The third type has some interest but needs convincing. This group is normally the largest and it is because of this person you are developing a proposition. To develop a proposition start by listing all the features and benefits of your product. A benefit is something that your customer gains by using your product. Whilst a feature is what your product does.
Features are still important, but only as support for benefit.
Customers often don't believe that you really give a benefit unless you give some support for it. Put in all the benefits that you can think of. Each extra benefit will get you extra customers. Record companies noticed in their direct mail that they always got a higher response if they listed every single track on a compilation compared to listing most of them or the most popular ones. There are always some people who won't buy unless there favourite track is on.