I see it often - in their marketing and sales efforts, companies "tell" their prospects what they "need to know".  I have bad news -- they don't care.

You've heard it perhaps a thousand times before:  Tell prospects about your features and benefits.  Make them understand how great you are.  Heck, you built it, so be sure to tell them about all the cool features and capabilities of your product.  But in the end, they just don't care.  I'll bet you a nice steak dinner that the majority of time that companies present their solution, many of the prospects in the room are daydreaming about their weekend plans or how much work they have to do that day.