Talk to your customer, not above them

One of the biggest things that turns off prospective
clients is when someone is talking way above their heads.

It's insulting, it's confusing, and it shows the client
that the business person doesn't care about them or their
feelings. All they care about is making money.

A good way to generate leads is to talk to prospective
clients in a way that they can understand. The last thing
that anyone wants to do is to feel like they are dumb, and
when they don't understand what you are talking about, that
is how they feel.

Whether you are making a flyer, a brochure, or your
website. write it in layman's terms so that people there
can understand what it is that you are saying.

It's easy to think that clients will be impressed by the
vast knowledge that you show, but it can have just the
opposite affect if they get turned off by terms that they
don't understand.

If there are terms that you have to use, consider including
a glossary so that people know that you thought of them
when you were creating the information.

This will not only impress them but it will also show that
you really care about them being well informed.

Don't assume that everyone will know what you are talking
about, or will be impressed by big words and a lot of
jargon. Depending on who the target audience is, it may
make them decide to turn around and go with your
competitor.