Speak their language

If I'm selling things to single moms, I'll use different terminology than if I were selling things to computer programmers. I would use much less technical language, and I would focus more on the feeling than the benefits. (They would probably be different products, too.) 

Also, focus on what a service does for them. Like "I will organize your car!" instead of "I'm really organized!" Because they won't make the connection between you being organized and that being a skill. Same goes for when you're trying to get a job. Résumés are essentially flyers for you. They should not only reflect who you are, but what you can do specifically.