I found this article at lifehack.org (great blog, by the way): 14 Tips for Communicating Ideas
After reading the article (and you should read it, too), I immediately thought of how this must be applied in the consulting industry.
Many new consultants make the mistake of failing to describe the benefits of their service because they get caught up in the technical aspects of their product or service. Here's a couple of quotes from johntabita in a thread titled "Where am I going wrong?":
CEOs, Presidents, Marketing Managers, and the like don't care about PHP, perl, MySQL, CSS, or osCommerce. You need to explain to these people, in their language, what the value of your finished product is to them. Cutting costs or increasing sales is a good place to start.Originally Posted by johntabita
Sell your prospects on "warm fuzzies" and not boring details. The details will come later, after you've been commissioned for the project.
I hope this provided food for thought.