Before the customer hits the “Buy” button, you should, of course, tell them about all the wonderful things your product can do – for them. Most companies list every single feature, because gosh-darnit, they’ve worked hard to put them there and they’re proud of each and every one of them. But a more effective marketing tactic is to divide your customers into segments, find out what each segment’s needs are, and emphasize the features that would solve those specific sets of problems.