You’ve seen it before, the kind of marketing that sounds polished, professional… and totally lifeless.
You know, the one filled with phrases like “strategically leveraging synergistic frameworks to optimize growth potential.”
By the time your audience finishes reading, they’re not impressed, they’re gone.
The truth? Industry jargon might make you sound smart, but it rarely makes you money.
The Problem With “Expert Speak”
Here’s the thing: your customers aren’t insiders. They don’t live in your world every day. They don’t know your acronyms, your frameworks, or your fancy methods.
They don’t want a lecture. They want to feel seen.
When we talk like we’re writing a whitepaper, we lose the heart connection that makes people lean in.
Your clients aren’t thinking,
“Wow, I love how strategic their methodology is.”
They’re thinking,
“Can this person help me sleep better at night? Feel more confident? Save time? Make my life easier?”
People don’t buy services, they buy solutions to their problems.
They buy from people who get them.
The Power of Real Language
When you use real language, your clients’ language, your message becomes magnetic.
✨ It feels familiar.
✨ It builds trust.
✨ It makes your audience feel understood before they’ve even met you.
That’s why we always say:
“Clarity beats clever every single time.”
You don’t have to sound bigger, smarter, or more corporate. You just have to sound real.
What to Say Instead
Let’s make this practical.
If you catch yourself using buzzwords, pause and ask:
“How would my favorite client say this out loud?”
| Jargon | Connection-Driven Language |
| “Holistic solutions for scalable growth” | “We help you grow without burning out.” |
| “Strategic content alignment across touchpoints” | “We make sure your message sounds like you everywhere you show up.” |
| “Optimized client acquisition funnel” | “We help you attract the right people and turn them into paying clients.” |
See the difference? One talks at people. The other talks to them.
Why Stories Sell (and Statistics Don’t)
Here’s a secret: the human brain is wired for stories.
A study by Princeton University found that when someone tells a story, their listener’s brain “lights up” in the same way, mirroring the storyteller’s emotions. In other words, stories sync us.
That’s what your audience wants, to feel connected.
When you use a client story, when you describe a before-and-after moment, or when you share your own journey, you invite people to see themselves in your work.
A Real Example
When one of our clients came to us, her website was technically flawless. Every detail was polished. Every paragraph sounded professional.
But something was missing…heart.
She was describing her process perfectly, but not the why behind it. Her site talked about services and deliverables, but not about what those things meant to the people she served.
After her Brand Spark Experience, we helped her shift from “I offer professional services to clients in my industry” to “I help people capture and celebrate life’s most meaningful moments.”
Same offer. Different words.
And the difference? Everything.
Within weeks, she started hearing from clients who said,
“When I read your website, I felt like you were talking directly to me.”
That’s the power of real language, it creates an instant emotional bridge between your work and your audience..
How to Find the Right Words
- Listen to your clients. Pay attention to how they describe their struggles and wins.
- Pull phrases from testimonials. They’re gold for authentic messaging.
- Use simple, emotional language. If your grandma or your best friend wouldn’t get it, rewrite it.
- Test your message. If people start saying, “Wow, that’s exactly how I feel,” you’ve nailed it.
Why This Matters
Because every time you hide behind jargon, you create distance.
And every time you use real words, you build connection.
Your clients don’t need you to sound like everyone else. They need you to sound like you.
When your message is honest, human, and grounded in story, it becomes unforgettable.
P.S. If you’re the overwhelmed overachiever, the one balancing 42 tabs, a cold coffee, and a never-ending list of “shoulds.” Cut the chaos, keep what works, so you can stop wasting precious time on things that aren’t getting results.
