You know your craft. You’re an expert. You've been at it a while and understand the ins and outs, the potential pitfalls, the manufacturing process or delivery system, not to mention the sales cycle, channel strategy and profit margins. So writing about it should be easy – right?
Often, it’s not. Once you’re an expert, that industry lingo, chock-full of acronyms and niche-specific terms, becomes part of your everyday vocabulary. You "talk shop" without even realizing it. And when you’re speaking with potential customers, they often can’t even follow what you’re saying, much less understand how you can help. Continue reading