“If this is coffee, please bring me some tea; but if this is tea, please bring me some coffee.” — Abraham Lincoln

Whoever made that tea (or coffee) for old Abe obviously sucked at making drinks. Or maybe they just had a bad product.

Thing is, if you can’t make it clear what you’re offering someone and convince them that it’s good quality, they’ll dismiss it and ask for something else.

Even if what you’re offering is exactly what they want.

So, don’t get clever.

Don’t get fancy.

Get clear.