From Kathryn Lennon, Selling for Entrepreneurs: We can lose a sale by making one of a number of fatal mistakes, such as:
Inconsistency in our intended and unintended sales messages, such as our website or advertising;
Trying to give non-technical people too much information could be confusing;
Communicating more than one message at a time is almost certain to confuse the recipient. It might make perfect sense to us, but remember that we work in our business all day, every day.
More mistakes to avoid and how to understand the customer are covered in Chapter One: How and why people buy.