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Basically what everyone’s saying is speak in benefits…

Even though we’re pitching to “professionals” we have
to speak to them in a way that removes the thinking
element out of the equation.

If you confused about jargon, just ask yourself “could I
show this to a 10 year old and have them get what I’m
talking about?”

When someones reading your material you don’t want them
confused and you don’t want them to think “so what?”

Every time this happens you seriously wound your flyers ability to sell

also personalize, you’re hitting different groups so tailor it to those

Hope this helps

W. ambrose