[Reposted due to database problem]

I'm currently in the market for several types of (marketing-related) software. You would think it would be straightforward to find all of the above, but it's not.

To get an initial idea of what's out there, I did a quick Google search for the first product in question and the usual 100,000 results popped up. A few strategic additions, and the search narrowed down to a comfortable number of results.

Here's what happened:

I came across a lot of soft-sell "corporate" sites that literally did not tell me the features of their software and whether or not it could run on my own web server. In other words, all benefits and no features makes for fuzzy copy that says exactly nothing.

One standout "techie" site, for lack of a better term, had the longest list of product features I've ever seen in my years of writing copy for software firms. But there was only 1 sentence that included a benefit, so if I weren't fairly tech-savvy, I wouldn't have a clue what I was reading. And that product didn't seem quite up to par. All features and no benefits leaves readers yawning, folks.

Other pages told me what they offered but weren't actually selling software; they wanted me to sign up for a couple years' worth of pricey services hosted on their own machines. The one site that seemed the best match out of the lot had long copy that was compelling, emotional and even would have convinced me to buy had I needed what they offer. But I don't.

I'm well aware that most people don't have a web server at their disposal, but I do, I want software, not services, and I don't like being told I'm getting info on one thing, only to be presented with another. Nowhere in the copy did the merchant tell the truth. Not once.

By this time, I'd spent over an hour hunting for something straightforward and couldn't find what I needed.

In desperation, I went to an online forum known for its savvy in this area and posted a plea for advice. I expected a handful of posts in response and one or two useful bits of information to walk away with.

Then, the unexpected happened. It wasn't business hours when I posted, nor was it a timeframe where I even expected a quick answer to my query. But lo and behold, the phone rang.

Someone had seen my post and gave me a call to let me know about something he sold that could help me. Now, ordinarily I don't like sales calls anymore than anyone else, and I sure don't tend to buy from someone I've just met. And I don't like getting business calls after hours (though I'm the fool for answering the forwarded call, I suppose). However ...

This call actually showed me that the vendor in question had understood what I was looking for. He knew the features and benefits of his product. He told me his background and how to find out more about him online. He let me know how to reach him if I had further questions.

Then he quickly got off the phone and let me think. A day later, I received a polite follow-up email that confirmed all of the contact info and product advice he offered.

And although I still haven't purchased, I'm seriously considering buying from this vendor, whom I hadn't heard of until that phone call.

Why? Because he was honest, told me the truth about his products, knew that the right combo of benefits and features are what sell a product, reacted quickly and followed up, all without being pushy. He let me make up my own mind and gave me the tools I needed to see that his business is legitimate.

That's what it means to simplify someone's life. Not soft-sell that says nothing for the sake of not offending people. Not features to prove that your product is technically superior while telling us exactly zip about what those features mean. (Guess what? We don't care as long as it runs properly the way we need it to.) And not lying to try to make a sale. Trickery doesn't breed trust.

Be straightforward. Go ahead -- tell me what you really have to offer. I dare you.