It’s not what you say, it’s how you say it

It might sound good to those 'in the know' to use the acronyms and terms of your industry but to your customers, it's gobblededook.

Using them to colleagues or peers makes you look intelligent, learned, one of them.

To your target audience, you are talking a completely different language.

Which is not a great way to show how you can help them.

Using 'big words' and clever terminology may feel like it is showing your expertise but it can be one of the best ways to distance yourself from your potential client.

There is a quote attributed to Albert Einstein where he says, if you can’t explain it to a six-year-old, you don’t understand it yourself.

Don't imagine your knowledge of the industry norms is enough to impress.

It is much more impressive to step outside of that world and explain it to people who need that expertise within theirs.