Not to rain on anyone's party, but I would say, as a guy that has worked on some promotion campaigns:

- Let's wait to the final product(s) to know exactly what you want to promote.
- Don't give your competitor's extra promotion by spending time saying how better your product is comparing it to them. Just keep on hammering on what you CAN do.
- We are not the end users. Don't think that what attracts you is going to attract the average consumer.
- Don't be afraid to exagerate a bit (it is marketing after all).