Vicky, following on from what has been said, when I did my copywriting training there was a quote by an American marketer that was really useful...
"They don't care what's in it until they know what's in it for them".
In other words, they don't give a toss about something - only how they will benefit from it.
For instance, say a dentist had some new laser powered drill (I made that up). Their client's could not care less.
If however, he said "we have a new laser drill that means we can drill out a filling void without causing any pain or having to put a drill in your mouth. You won't feel any vibrations or hear that horrible whizzing noise" You would take a lot more notice.
Can you see the difference?