Once you’ve created your structure, you can start crafting your sentences. The pointers given in Chapter 8 will also help you choose your words here: It’s all about them. Use the word you as often as possible. Use their words, their stories, their metaphors: hole in one for golfers, shipwreck for sailors. Try also to match your verbs to your audience: lead or initiate for businessmen, build for engineers, craft for artists