This really is the crux of your offer. Language: if you’re not a member of your target market, you need to learn the language and jargon used within your target market. If you’re selling BMX bikes, you need talk about “endos,” “sick wheelies” and “bunny hops,” not features, benefits, and specifications. If you’re selling golf clubs, you need to talk about “hooks,” “slices” and “handicaps.”
