Always focus on how you can make life easier for them. Talk about what they'll gain. For example, instead of saying "Our app has a reporting tool," say "Get a clear picture of your spending with our easy-to-understand reports, so you can save more money." Instead of "We offer 24/7 customer support," say "We're here to help you anytime, day or night, so you never have to worry if something goes wrong." Think about their problems and show them how you have the solution.