Probably the most pertinent is the fact that you’re promoting an intangible. Something that you can’t touch and feel. Something that’s in the cloud and not sitting on someone’s desk.
Let’s face it, it’s likely your software has competitors that could help your prospect achieve the same goal. Therefore, you’ve got to go beyond marketing the features and benefits of the software itself and market the whole package. For example, your world class 24/7 customer support, your guided on-boarding and switching process and your no quibble money back guarantee.