A few years ago, when I was just starting, I was hired by a new client to write a sales pitch letter. The letter would promote a hotel reservations software that the client was selling to small (non-chain, probably independent) hotels.

The client hated the letter I wrote. He didn't even want to pay me for it! His main complaint was that I used language the hotel owners wouldn't understand. Specifically, I had used the term "exponential growth," and the client thought most people would get the word "exponential." I was completely taken aback. To me, "exponential growth" sounded good. You'd want your business to experience it by simply buying a new software, right?