So you’re the expert in your field. Whether you manufacture “whadgamacallits” or provide “ohhowinteresting” consulting services, you’re an Encyclopedia of knowledge for your industry. You can go on for hours rambling technical jargon and have enough industry stats to produce your own news program.
Here’s the problem: more often than not, your target audience isn’t as smart as you. My point isn’t to insult your target audience or to sound condescending. After all, you should be the expert in your field. What I’m trying to say is – you need to get on your audience’s level when it comes to your marketing materials.