"How we speak defines who we are", or is it "who we are defines how we speak". In any case, if my company comes across as cold, uncaring, profit-hungry, that is the face potential customers see.
If, however, I want to come across as a friend - a friend who understands what you've been thru, your insecurities, and your strengths, then I have to speak your language. Yet so many businesses fail to recognize this somewhat obvious point.
If I want to market to the Non-Profit Industry, I do not go in there touting my recent presentation of "how to make $50 in 50 minutes" (completely fictitious presentation by the way). I have to put myself in the shoes of someone heading a Non-Profit Industry. What challenges are they facing? What keeps them up at night? And How can I help?
I will build all of my presentations around that answer.