You should have a unique and compelling reason for a new customer to buy your product. You should have a reason to buy that helps you stand out from the offerings of your competitors. This concept is referred to as your USP (unique selling proposition).

What compels them to do business with you? What can they get from your product that they can't get from your competitors? A prospective customer will always be asking you what real benefits they can get from your product, when it seems as if they can buy many similar products from your competitors.
If you believe, you have several USP's rank them in order of importance to your customers and lead with the more important one or two. Keep your messages simple.

If you don’t have a USP, you need to revisit the features of your product and makes plans to change this. Finding the right USP, and articulating it in your communications is usually far from easy. However, it can be the difference between success and failure in marketing your product. It's that important. Also, consider how you can differentiate your company as well as your products.