The importance of a carefully crafted business message is so important. The words you choose, the tone, inflection, etc are all considered a part of that communication package that is headed to the receiver. Tell your audience what it is you do. Tell them what you have to offer. Tell them why it’s great, but most importantly how it can help them solve their challenge, or fulfill their desires….in a way that is clear to them. Say it in plain language. Don’t bamboozle them with acronyms and industry jargon or fluff. Don’t be too cryptic or ‘clever’, and certainly don’t be antagonising or patronising.
Mark Twain once said, “the difference between the right word and the almost right word is the difference between lightning and a lightning bug.”