At the recent Seth Godin talk in London the slide that he spent the longest on was this excerpt from his book Meatball Sundae. Seth was explaining how the left was the traditional way of marketing that's often not producing the results that you want.(Click on the image below to make it bigger.)
On the right is the new stuff, it's equivalent, so rather than talking about your features, trying telling your story or even better the story of how clients use your stuff and how it's helped solve their problem.
You don't have to try all 14, just try two or three.
First make sure that you stuff is remarkable.
No one wants average stuff anymore.
Remember what happened to Woollies!