Patois

If you are invited to make a speech at a conference in Madrid and deliver the talk in German, it isn't likely that your remarks will have the impact you hoped for. It's more helpful to speak in the same language as your audience.

The same is true in your marketing efforts. The people you want to connect with often have a particular way of sharing ideas. They might prefer terms such as "scalable" , "best practice" or "synergy".  But if they put on a "brain bucket", are proud of their "1 kicker" and look down on "crotch rockets" they might be interested in your "hog". Tell your story in the patois of the people you want to serve.