Your success in your letter is directly linked to something unusual - how effective you defend yourself from boring your prospect. Boredom makes your letters look and sound like tombstones - gray and forbidding. When you don't zero in on your reader, your reader has zero to focus on. So, he wads-up your letter and opens a Victoria Secret catalog, instead of calling you. All because you didn't know who he was or how to appeal to him.
Every industry has it's technical talk.
You know, I labor to extricate all technical vernacular from any literary postulation I write. The only people who understand those terms are, well, people already in your business. There's another reason - a psychological one. If you want someone to really understand and comprehend what you have to say, you have to speak in language that is effortless to grasp. The harder the other person has to work to get your message, the less message gets comprehended.