"I once used the word "obsolete" in a headline, only to discover that 43% of housewives had no idea what it meant. In another headline I used the word "ineffable," only to discover that I didn’t know what it meant myself."
The brilliant David Ogilvy had that to say about his own copywriting. When was the last time you looked at your copy (brochures, website, sales sheets, radio scripts etc.) from your customer’s perspective?
Are you sure you’re speaking in their language?