Indeed, you should focus the message to some marginal advantage if possible. Eg, If I sell an animal feed supplement that increases cow weight by 1%, it means

Indeed, you should focus the message to some marginal advantage if possible. Eg, If I sell an animal feed supplement that increases cow weight by 1%, it means customers can increase output by 1%. If the same supplement can make racehorses 1% faster, that's something entirely different.