This reminds me of something else:

Interestingly, one of the oldest guidelines for sales and marketing in any medium is to sell the benefits, not the features, so we shouldn’t really have to harp on this here. Sadly, the web is so smothered in vaporous content and intangible verbiage that users simply skip over it. Of course, the more bad writing you push on your users, the more you train them to disregard your message in general. Useless content doesn’t just annoy people; it’s a leading cause of lost sales. (source)