Many times, when we are trying to be persuasive, we want to highlight all the perks and plusses. It's only natural. Wouldn't helping someone see the potential gains of your product or service be a good thing? Yes, but here is the issue: Your audience will buy for their own reasons and only their reasons.

How managers can spark, not squelch, our motivation

They don't care about why you like the product or service. They don't care how much you know about it—don’t bury them in detail. The more you spout off about features, the more your audience mentally checks out.