Ever watch a movie and you realize that you don’t really care what happens to the characters in it? That movie breaks the first rule of film-making — and of marketing, too. If you don’t make people care, your message falls on deaf ears. When marketing just becomes a volley of facts and features lobbed at prospects, the prospect simply ducks and walks away. But make that prospect care about what you have to say, and you have his or her attention. Look at all your marketing messages, including the presentations your sales team makes. Do they make people care about hearing what comes next? If not, what needs to change?