Nobody's going to read it anyway.

The conventional wisdom is that no one reads marketing material.

So why spend time and money on developing well-crafted, on-brand arguments that are tailored to the target audience?

For one thing, it clarifies your own thinking about what's important to your prospects and customers at any given point.

For another, it clearly lays out your value propositions. This helps get everyone inside the company on the same page.

But most important, your target might actually read it.

And in that case, you need to take your best shot at motivating them to take the next step with you.