MARIA GIUDICE: Another important principle to follow is to make sure that your message is in a language that people understand. I go to websites and I see this statement on the homepage using words that I normally would never say in a sentence. So I would avoid technospeak, jargon, things that normal people don’t say. And that will actually make you different. So always think about who you are as a company and how you want to be, how you want people to view you as a brand, and be true to that vision.