Guess why a business owner friend of mine finally settled on an accountant, after burning through several others?

Because the accountant spoke to him in plain English.

Not jargon. Not acronyms. Not gobbledygook. Plain English.

Speaking simple English is a surprisingly powerful form of marketing, because it not only means your customers are more likely to understand what you’re saying, it also means they’re more likely to feel comfortable.

So ditch the bizspeak – leave that to your rivals.