When you make your next brochure, website or presentation, think from your audience’s perspective. What is he/she looking for? Don’t tell them all that you know (e.g. list of features). Give them more!
It is like borrowing empty jars from them and filling your content accordingly, depending on the size and shape of the jar. Only when the content is relevant to the user, will they ever show interest. And interest evokes action.
