If you are a service company, you may have a million dollars of goodwill or a brand name as an asset, but it doesn't look good on a balance sheet. You have to prove profit-making potential if everything goes as planned. Choose the best way to do this. Often, a projected income statement is enough. Avoid pure hype.
Pure hype wastes the reader s time.
You should be able to express your enthusiasm within factual statements. Sell the benefits, not the features. The Internet has a rather boring technical definition. The Internet includes transmission of data at 56Kbps over standard phone lines and so forth. The real benefit of the Internet is the information exchanged.