"If your target audience isn't listening," Seth Godin tells us, "it's not their fault. It's yours"
If you're not getting your message across, don't complain. Do something different.
No software application should ever be sold as a commodity, with price being the tie-breaker between your program and your competitors' programs. Find a way to differentiate your software from its challengers. And find a compelling way to describe your software's benefits to your software-buying prospects.