Here’s a good post. It’s something all magazine editors would agree with, and (if you could get them to put their finger on it) customers probably would too. In your marketing communication, have you included a reason why the recipient should care? In The most common mistake I find in customer communications on the B2B Rainmaker blog, the whole problem is summarised in a couple of paragraphs. “Your features and functionality aren’t benefits”, it says, “they’re merely proof a benefit can exist”.