Rosser Reeves introduced the concept of "Unique Selling Proposition" in his 1961 book "Reality in Advertising."
And for the last 50+ years, many marketers have responded by differentiating their products and services by emphasizing a unique benefit that they could associate with their offerings.
Software developers have to do this, too. Whether you're talking about your software application on your website, your blog, in your newsletter, or in your PAD file, you need to say to prospects, "We're different. We're better."
Your first task is to define your application. Put it in context. And then explain why it's better than what your competitors are offering.