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You are right as rain about this.
Many times when I was pitching a program for a company when I was performing, I had to make sure I was writing in their language... talking their talk... letting them know what they were looking for, they could find in me.
With marketing to certain businesses and folks you need to do that in spades.
But the easiest way I have looked at this is to determine what is in it for them.
How do they benefit? How do they benefit above and beyond what they can imagine?
Give them that above all and you can make the deal more often than not.
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