The six questions every buyer asks.

A buyer who has to work out what this even is, and whether it is for them, is usually gone before your features land. Does your material orient a total stranger in the first few seconds?

Your buyer is a committee. If the material wins the engineer but loses the CFO, the person you didn't reach casts the quiet no. Does yours land for every buyer in the room, not just the technical one?

Reading is passive, and passive attention drains. If there is nothing to act on, the product never starts to feel like theirs. Does your material let a buyer do something, or only read?

Features in a pile can't be carried back to the people who weren't in the room. If it doesn't hold together as one story, it dies the moment the buyer leaves. Does yours give them a thread they can retell without you?

If a buyer never feels their evaluation moving, the decision parks at "maybe later." Does your material build momentum, questions getting answered, the option ruling itself in, or dump everything at once and stall?

A buyer can grasp exactly what your product does and still not act, because nothing told them what it changes for them. Does your material reach the meaning, the reason to move now, or stop at explaining the product?