Getting Away from Industry Jargon

speak in "industry jargon." I define this as words that you and your colleagues use frequently; words that turn you and your fellow practitioners on, but ultimately, is not common language for your clients. In order for the language in your marketing materials to have resonance with your potential clients, you have to write (and speak) in language that they easily understand. You must meet them where they are at, if you will. Here are some popular industry buzz words that I see in many coaches, consultants and professionals' marketing materials: • take it to the next level
• live the life of your dream
• get healthy now
• why not… (followed by question such as "get started today")
• journey
• whole
• holistic
• vibrant
• balance
• go within While there is nothing inherently wrong with these words, they've been used so much that they fail to be compelling when used as descriptors for your services or to encourage potential clients to take action. The solution is to comb through your marketing materials and upgrade this language to words that get results. Here's a simple exercise to refine your marketing language: On a piece of paper, pick a industry buzz word in your marketing materials, such as "taking it to the next level," and describe 30 specific situations that defines the word/phrase (in your opinion). This will force you think of all the big and small ways you address "reaching the next level." Here are some questions to ask yourself to help you with this: Where is your client now and where do they want to go, specifically? What would the next level look like for your clients? Is it having a plan of action, becoming more productive, getting a promotion, feeling more confident, having more energy to spend time with family/hobbies, etc…. Be very specific. Think of all the little things you do to assist your clients. This simple exercise will help you see what you actually do in language your potential clients will understand. And, you'll instantly become much more confident at seeing all that you bring to the table. The next step, once you have your list in front of you, organize the 30 situations/descriptors into five categories. This will help you further refine what you do for your clients. Now that you have five categories, you can go back and replace the jargon. If you can't get it down to five, then consider sharing the "top ten next level results" you assist your client to create. You can apply this simple exercise to any buzz word. And here's a shortcut if you've got a lot of these words sprinkled through out your marketing materials. Come up with three descriptors/situations for each one and use that language instead of the jargon. For example, here are some of the buzz words from above and better word choices that brings meaning to your potential clients: Vibrant - Increased Energy /Healthy Glowing Skin / Beautiful Clear Eyes / Get up in the morning with ease Holistic - A natural approach / I consider your entire work, life and personal energy needs / I find solutions that fit your lifestyle Journey - step-by-step approach / system / approach / guide you to find what's right for you