You may have powerful platforms, but even beautifully produced primetime television commercials won’t help you if your language isn’t excellent.

Above all, the language you use to talk about your products must simple. Then, it must be interesting. Captivating even. Memorable helps. It must get across the huge value of your products immediately. Every phrase, every sentence, should be powerful.

The best language isn’t yours. It’s your consumers’. Use their words. Tell the best consumer stories to consumers, using consumers’ language.