Before you put those bullet items, benefits or website list in alphabetical order, consider this: when it comes to marketing, alpha order is entirely random. It doesn’t take into account which items would carry the most weight with prospects. Alphabetize your books or music…even your pantry. But for marketing, lead with your big guns — the benefits that are most compelling, or the results that are most convincing. Never save the best for last if you want to be first in consumers’ minds.