There is a good article on A List Apart about how to generate interest and describe the business value for software. What I like most is the use of examples.

A lot of web copy is written by copywriters who aren’t trained in writing for the web—and much of the rest is written by people who aren’t trained writers at all. If you’re a designer who can consult intelligently on basic copy improvements, you can gain a substantial business advantage. This article is designed to help you do just that.

http://www.alistapart.com/articles/whoneedsheadlines

This article targets web designers but all of us who work in technology can benefit from the discussion.