Effective communication is the key to business success. Know your product and, above all, know your audience. Have a clear and consise way of explaining your product or service in fifteen words or less. Leave out the industry jargon and buzzwords, and focus on the features and benefits. Don't use the same description for a consumer that you would for a fellow industry executive. Above all, be factual, and don't make any claims you can't substantiate.

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