Every group, every profession, even every family has its own special words: Lingo. When you prepare marketing materials—email, print brochures and newsletters, web content—be sure you’re communicating in a language that the uninitiated will understand.

What do I mean by uninitiated? When I was becoming a fan of baseball, I was flummoxed by lingo such as Texas-league single, dinger, blooper, the other way, southpaw, and frozen rope. The more I learned about the game (initiated into its finer points by my college pal Jack, baseball’s biggest fan), the more fluent I became in baseball-ese.

Your business uses particular terms:  You know the …