How would you promote a SW product to... you?

I am an concept and UI-designer. I design features and UI for a SW product that is primarily targeted to you (Developers, Programmers, designers - people with skill and urge to create new).

Now the product starts to be ready. And it will be really good - it has excellent features, and with it you can do in hours what would take days or weeks without the product. Really, seen that.

But... this is not the first piece of SW that comes with similar claims.

So, my question: What makes You interested in investing time and effort to take look into a new SW product? - down-to-earth-list of features? - how-to-do-it -videos? - general, concept presentations? - Big Brand? - or..?