“What the hell is that person saying?”

Isn’t it annoying when you deal with a doctor, lawyer, accountant or mechanic and they speak to you in jargon instead of English?

“What the hell is that person saying?” you wonder in exasperation. “Don’t they realise I’m not an expert in their field?” 

Well, guess what? Your customers are probably saying the same thing when they deal with you.

That’s why the best marketing uses plain, simple, clear English. 

If that’s how you communicate with your customers, they’ll really appreciate it. But if you speak to them in jargon instead, they’ll move on to one of your rivals.