For example, a challenge among cosmetic surgeons is the fact that people will call for a quote over the phone when obviously the doctor needs to see the patient beforehand. Obviously, cosmetic surgery is an uncommon process. Doctors will therefore use a more common approach, such as cosmetic dentistry, as an analogy. Unlike surgery, most people have had their teeth done at some point in their lives. People who call a cosmetic surgeon for a quote now understand not only the reason but also the importance of seeing the doctor, in person, in order to obtain an accurate estimate.
Online marketers are certainly in a similar position.
Many tend to communicate in a language that only a mere few will fully understand. For example, if you're a computer programmer trying to sell your services to clients who have recently connected to the web, and your copy is laced with complex technical data in a language that only veteran surfers could understand, you will obviously do very poorly. You must therefore mold your message in a way that it can be easily understood by your target market. Speak their language, in other words. If your market consists of artists, use art examples.