Use your audience’s language, not yours

Charles Smith is one of America’s most influential winemakers. But his success didn’t happen overnight.

In 2001 Smith went to see Matt E. Tucker, Commercial Vice- President of Banner Bank. 

Smith needed $250,000 to launch a winery in Walla Walla, Washington. 

Smith did’t look like most winemakers, he looked more like a lost member of The Ramones. 

Smith had…