How many times have you started reading an email, blog or ebook … and made it all the way to the end … and had no idea what it was about?

When that happens, it’s not your fault you weren’t smart enough, it’s the writer’s fault they weren’t clear enough.

But be warned: a similar thing is happening with your marketing. Customers are reading your writing and scratching their heads.

I know it’s easier said than done, but you need to take all that information in your head and present it in the clearest possible terms. Remember, what’s in your head is not in anyone else’s head. 

If you confuse, you lose.