What is the most important thing about BIAB?

- 30-day guarantee? Nope. I don't care about a guarantee on something I ain't gonna buy! This is important but ya gotta hook me first. Maybe this is included in the ad but it ain't the most prominent part.

- A list of the RealTracks musicians? Nope. I am an amateur songwriter (perfect target audience for BIAB) and I have never heard of any of them! Most potential customers have not either.

- A bunch of happy customer quotes? nope. Every product can come up with (or make up) fans raving! These are secondary or tertiary.

- A photo of an eagle? Nope. Great looking bird but it has nothing to do with the product and too vague to be a good metaphor.

This is an extremely important initial step in this process and it will be affected by properly defining the target audience too! My suggestion is to work really hard to come up with the absolute coolest features of BIAB and then fashion a "hook" using those. rharv is doing some of that in his post.

For me (and I would guess a lot of potential customers) these are,

BIAB is software that enables fast and easy creation of professional quality musical accompaniment using the chord progressions you enter on the screen! It includes real instruments such as guitars, drums, bass, banjo, fiddle, sax, piano and lots more, all played by professional musicians and sampled for your convenience! You have full control over chords, key, tempo, style/genre and lots more! Add your own instruments or create your tracks entirely within the software. BIAB gives you a comprehensive professional backing band for performing or recording with!

Then, take the optimized/summarized message and do a very attractive, modern ad that gets people to look at it and bother to read the text instead of dismissing it as something old and cheesy! Don't mention MIDI anywhere in the ad! Perhaps do not even use the logo or screenshots because they are just not up-to-date or sophisticated enough to look good in a high-end ad.

Just my opinions...YMMV! laugh