She fails to heed point 2 herself - know your audience.
While management is more likely to write a purchase order for salespeak driven marketing than developerspeak driven marketing, if you're aiming at developers that might not be so true.
I'm less likely to buy, or ask for a purchase order for, an online source management system, for example, if it lists 'why we're so great', rather than features. As a developer, I would be looking for the feature set not some bullet-point buzzword list.
While management is more likely to write a purchase order for salespeak driven marketing than developerspeak driven marketing, if you're aiming at developers that might not be so true.
I'm less likely to buy, or ask for a purchase order for, an online source management system, for example, if it lists 'why we're so great', rather than features. As a developer, I would be looking for the feature set not some bullet-point buzzword list.